HotChilly 

In the early '80s, refrigeration and air conditioning apprentice Craig Gadsby was in on the ground-floor of the computer boom.

His boss forecast a five-year lifespan for air conditioning and ventilating computer rooms - however, Gadsby figured otherwise and went out on his own to take advantage of the lucrative market niche.

Calling himself Computer Environment Systems, Gadsby took on a business partner to design and build computer rooms from start to finish.

In the '90s, the name changed to Controlled Environment Systems (CES) to reflect the more diverse range of air conditioning/mechanical services the Wellington-based company now provided.

CES were about to open their first retail space. They saw the opportunity to upgrade from a serviceable but undistinguished '80s identity, to one that would attract attention, differentiate, and better reflect the product benefit as well as the owner/operators' contemporary attitude.

CES was not a name that stood out in the marketplace. Gadsby wanted something unique and memorable for 'Joe Punter'.

The name HotChilly, created by DesignWorks Enterprise IG, describes the dual nature of the temperature control systems, as does the red/blue colour scheme.

The simplicity of the 'degrees celsius' icon affords instant recognition for both the brand and the product benefit.

Photography of temperature dependant items humanises the identity, with supporting messages about precise temperature environments.

Gadsby describes his new identity best as 'left-field to a degree'.

Since rebranding, the business has moved from number four in the marketplace to number two.

It has established significant stand-out from its competitors. Importantly, from the owners' perspectives, rebranding has added six figures to the intangible value of the business.

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