This image put ductless HVAC on the map in this country. Now it's a growing dot. The challenge was to convince dealers there was a story to tell and, yes, money to be made. We introduced this character in real life at trade events and not only did this guy become something of a hero. So did Mitsubishi.

We’re out to change the way you think about hvac.

Introducing the most affordable ductless a/c and heat pump system ever from Mitsubishi Electric. Our new professional series is the most efficient yet —up-to 12 SEER— from design to installation to your bottomline. And now every Mitsubishi system, from 9,000 to 42,000 BTUs, costs up to 25% less than before, making this the perfect time to add ductless product installation capabilities to your business. Compared to window or PTAC units, our new ductless line is quieter, more powerful and more profitable than ever. Ductless is ideal for renovations, unique space situations, or otherwise difficult areas to heat and cool. Mitsubishi Electric even offers a comprehensive factory-training installation course so you can install up to 3 tons of cooling in just 4 hours. (Try managing that with a ducted system.) Learn more about our new systems, prices and how ductless technology can work for you. Visit

or call Mitsubishi Electric toll free 1-800-4322 (#3).

One of the leading names in carpets had fallen. (Hard and far.)

What was once a brand had become something much less. As creative director I met with the client brand team and asked if, nothing else, could we address the logo. It's a carpet, so could we start from the ground up?

I crafted a line "Soft Made Strong" and turned to an excellent design team. 

I think the result is a logo that, in a quick look, sells a story.