From revolutionizing how we get the perfect shower temperature to keeping us cool from the summertime heat, Rheem has long been a pioneer in the water heating and HVAC industry, continuously evolving to meet the needs of modern living since it was founded in 1925. Rheem is the sole manufacturer in the world that produces heating, cooling and water heating solutions.

JLL Design Solutions and Rheem began working together in the early 2000’s, capturing the attention of the trade audience. But the century-old company needed to find a way to effectively communicate its products and to homeowners as well as contractors, plumbers and distributors. That's when JLL and Rheem flipped gears and focused on creating a brand identity that bridges the gap between 'wooing' its clients and establishing a credible and meaningful relationship with the water heating industry.

Rheem needed strategic brand alignment across all touchpoints of its business. The partnership with JLL kicked off the brand activation by humanizing the perception of big metal boxes and showcasing Rheem’s commitment to providing comfort and value to their clients. The result? The development of Rheem’s new tagline, “The new degree of comfort™” as well as a new visual aesthetic—the universally recognized degree symbol that has become crucial to the water heating company's visual identity and brand language.

• 57% increase in pages viewed per session
• 27% increase in time on page
• 30% improvement in session duration

On top of Rheem’s retail and commercial offerings, the company also launched broad-reaching global sustainability initiatives.

JLL and Rheem developed an “earth-first” platform built on Rheem’s brand values to first gain internal compliance and commitment. The collaboration created a A sustainability task force made up of employees, a sustainability firm and the project team that ultimately defined what sustainability means to the global manufacturer while setting immediate actions and long-term goals.

Rheem now uses its sustainability visual identity for all campaign materials and leans on research and evolving data to develop a calendar with a toolkit, training program and social and digital content to drive education, adoption and results. 

The “earth first” collaboration continues to make great strides, including:

• Executed Zero Waste to Landfill initiatives across nine global factories
• Educated 10k+ employees across 50 global offices
• Launched to more than 58K people at industry trade show
• Increased percentage of sustainable products and packaging to 70% of total offering