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Heat pump branding. Clever, contemporary… or a bit too much?

Air Source Heat Pumps (ASHPs)

Last Post by downfield 1 week ago

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Mars

(@editor)

Illustrious Member Admin

Joined: 6 years ago

Posts: 4901

Topic starter 29/09/2026 9:59 pm [#3180]

I came across this page from a Heat Geek heat-loss/design document sent to a homeowner and it got me thinking.

Heat Geek have obviously built a very distinctive brand around making heating engineering more accessible and less corporate, and there’s no question they’ve been successful at creating an identity people recognise.

But where does the line sit when that branding moves into the actual technical paperwork a homeowner receives?

Personally, I can’t quite decide whether this is clever and memorable, or whether the slogans and graphics make a heating-system design feel slightly less serious than it should.

Maybe I’m just getting old.

Interested to know what everyone else thinks. Great branding, harmless fun or slightly juvenile for a professional design document?

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JamesPa

(@jamespa)

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Joined: 4 years ago

Posts: 5510

30/09/2026 8:14 am

I would go for a bit of harmless fun in an attempt to lighten up a subject that for many is either dull or impenetrable or both.

It doesn't particularly do it for me, but I can't see it's particularly harmful. Judging by Adam's webcasts it's very 'him'.

4kW peak of solar PV since 2011; EV and a 1930s house which has been partially renovated to improve its efficiency. 7kW Vaillant heat pump.

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Majordennisbloodnok

(@majordennisbloodnok)

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Joined: 5 years ago

Posts: 2150

30/09/2026 9:55 am

The opinion I've held for a long time is that most marketing is an exercise in narcissistic self-congratulation and admiration in the Emperor's clothes. I'm well aware that marketing, when done well, can be work very well but an awful lot of it is a triumph of conceptual over effective. The net result for many companies is that remaining "on brand" is achieved at the expense of saying anything useful or relatable. It's a corporate equivalent of politicians never committing to a stance for fear of saying something wrong.

Regarding the Heat Geek message you found, @editor, I don't think there is any "should" about how serious or not a heating system design ought to be. There's certainly a "should" related to how seriously an installer and a customer ought to take the importance of the process, but that's not quite the same. To give a parallel, when my father came round from his heart transplant surgery (way back in the early 80s, so one of the early ones), his surgeon visited to let him know how the procedure went. He told my father that they took the old one out, sewed up the holes and were now using it as a football, but first took a biopsy and could now estimate that, without the operation, he'd've had perhaps another week to live. The surgeon was certainly flippant but that lack of seriousness added to dad's confidence his surgical team were so competent that they could joke about it.

Does the Heat Geek message work? It's certainly not blinding with technical jargon and is far more approachable than any bland corporate-speak. My only real issue with it is that I find the emojis break up the text to the extent it takes longer to read, so that's my variant on the "perhaps I'm getting old" theme. More importantly, though, I think the only real test should be whether it reinforces or detracts from the information the customer needs. I'm sure it says clearly what Heat Geek want to say but does it say what a customer needs to know? As a punter, I couldn't care less what a CEO says unless it's related specifically to my installation and if I need to read a sound bite from Adam Chapman to find out there's a guarantee then the rest of the documentation wasn't effective.

Overall, I'd say it's a good attempt at doing what my father's surgeon was doing but otherwise some content I'd ignore before reading all the way through. I do not, however, think it is doing any harm at all.

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downfield

(@downfield)

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Posts: 151

30/09/2026 10:33 am

The layout is confusing - much better like this:

We believe heat pumps are the future of home heating.

Successful implementation is a journey guided by knowledge, driven by skill and supported by our guarantee.

We design for performance to create comfortable homes and reduce carbon emissions.

Mitsubishi Zubadan 14kW with Mixergy 210l DHW in 220m2 barn property. 24 solar panels = 9kWp with GivEnergy 5.0kW Hybrid inverter and 19kWh GivE batteries. Jaga Strada fan-assisted rads throughout. Landvac vacuum glazing/triple glazed windows.

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