Baxi Heating - Baxi Assure – Brand Proposition, Brand Development and Integrated Campaigns

Launching a future-proof brand for the housing industry’s most comprehensive range of efficient heating solutions.

Brand development and integrated campaigns

As the UK’s leader in residential heating, Baxi has taken the responsibility of guiding new build and social housing providers towards net-zero carbon emissions by 2050. To help make that happen, Baxi has brought together existing solutions along with super-efficient new technologies, all under one umbrella brand – Baxi Assure. It was our job to bring that brand to life.

Brand development and integrated campaigns — Product of the week banner

Delivering what the industry needs

The UK housing industry is having to adapt quickly to changing legislation, particularly around decarbonisation. With heating and hot water being key parts of the issue, suppliers like Baxi have to stay ahead of the curve.

The Baxi Assure range was designed to do just that. We positioned it as The Complete Home Service, catering for the unique needs of everyone from developers and specifiers, to installers and the residents themselves.

Baxi Assur Brand Development — Press Ad
Baxi Assur Brand Development — Banner

Building brand trust

We created the Baxi Assure brand to have the confidence of being the industry go-to for residential heating. We built in enough flexibility to promote a wide product and service range to a diverse audience.

The identity feels reassuringly recognisable as Baxi, yet something new and different. It reflects both long-established expertise and forward-thinking innovation.

Baxi Assur Brand Development — Press Ad
Baxi Assur Brand Development — Responsive website
Baxi Assur Brand Development — Brand Style Guide

Launching to maximise engagement

We launched the brand with press and social advertising, targeted emails, website takeovers and a comprehensive educational toolkit for Baxi’s sales teams.

Since the launch, we’ve created sector-specific collateral and literature promoting new technologies. The range feels cohesive at every touchpoint, with the benefits of each product and service always brought to the fore.

Baxi Assur Brand Development — Brochure
Baxi Assur Brand Development — Social Ad

Making a positive impact on the Baxi brand

The Baxi Assure brand has been well received by internal stakeholders, industry partners and end-users.

It’s even had a direct influence on the overarching Baxi brand, with many visual cues being introduced into other Baxi communications and the general brand guidelines.

Baxi Assur Brand Development — Flyers
Baxi Assur Brand Development — Brochure

I love the concept you created. It’s getting a great response from stakeholders here at Baxi, and more importantly from customers too.

Marketing Manager, Baxi Heating
Baxi Assur Brand Development — Brochure spread
Baxi Assur Brand Development — Banner