Challenge
HTPG lacked a clear, differentiated sustainability identity within the commercial refrigeration industry. Existing messaging did not fully represent the brand’s personality or resonate with customers. There was no unified voice to communicate energy efficiency, waste reduction, and environmental responsibility, making it difficult to align internal initiatives and external perception.
Idea
Develop a cohesive sustainability messaging and creative platform under the tagline “Engineered for Good”, emphasizing HTPG’s commitment to innovation, efficiency, and progress. The initiative introduced:
Core Pillars: Energy Efficiency, Waste Reduction, Environmental Awareness.
Brand Voice: Eco-friendly, honest, innovative, and people-focused.
Taglines & Messaging: “Powering Progress, Minimizing Waste,” “Engineered Precision, Sustainable Vision,” and supporting descriptions like “Eco-friendly Refrigeration Solutions.”
Visual Identity: A brand house and imagery that reflects sustainability and technological leadership.
This approach positioned HTPG as a leader in sustainable refrigeration, aligning internal projects (Ecometer, GHG reduction, Zero Waste to Landfill, GoodWorks) with external communications.
MISSION STATEMENT
HTPG is engineering sustainable commercial refrigeration for a greener future. We're dedicated to transforming the industry by promoting energy efficiency, waste reduction, and environmental awareness.
Through innovative solutions and collaborative efforts, we aim to achieve a sustainable and responsible approach to refrigeration. Engineering a cooler world, one that prioritizes the planet, conserves resources, and empowers businesses to make a positive environmental impact.
Together, we can create a more efficient and sustainable future for commercial refrigeration.
Result
The campaign delivered a unified sustainability narrative that:
Strengthened brand alignment across marketing, product, and operations.
Created a recognizable identity for HTPG’s green initiatives, improving stakeholder engagement.
Enabled clear communication of sustainability goals to customers and partners, supporting trust and differentiation.
Provided a scalable messaging framework for future campaigns and product launches.
