The brief

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Glow Heating Services wanted a brand identity that felt professional, memorable and scalable. While the business specialised in heating services, the branding needed to allow room for future growth into related home services without feeling restrictive.

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I was commissioned to create a strapline that would capture the company's values, resonate with homeowners and work consistently across vehicles, marketing materials and digital channels.

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The process

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The best straplines are often the simplest. Rather than focusing on boilers, heating systems or technical expertise, I looked at the reason customers buy these services in the first place. Most people aren't investing in a boiler because they love boilers. They're investing in comfort, reliability and the place that matters most to them: their home.

This insight led to the strapline "Love your home."

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Short, memorable and emotionally driven, the line shifts the focus away from the technical service being delivered and onto the outcome customers care about. It also provides flexibility for future business growth, allowing the brand to expand into additional home-related services without outgrowing its messaging.

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Once the brand messaging was established, I worked with the business on broader marketing activity, creating a content plan covering blogs and social media. The strategy focused on educating homeowners, building trust and increasing visibility through useful, relevant content rather than sales-heavy messaging.

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The outcome

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A simple message with room to grow

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The strapline became a central part of the Glow Heating Services brand, appearing across vehicle livery, marketing materials and customer communications.

By focusing on the emotional connection people have with their homes, the messaging created a stronger brand identity than a traditional service-led strapline. Combined with an ongoing content strategy covering blog content and social media management, the business gained a more consistent and recognisable presence across both online and offline channels.