Lifesmart is one of the world’s leaders in energy efficient infrared heaters, fireplaces & saunas. Not to mention air conditioners, hot tubs and home spas. Recently they decided to appeal to a broader audience and expand their growing product line availability from the lumber yards (Home Depot, Lowe's and Menards) to mass retailers, like Walmart, Target, and KMS. To do this, they needed to under-go a full re-branding of the company. Starting with the core essence and building outwards through the logo, identity, packaging and product design itself, we transformed Lifesmart into a company that not only appealed to the mass retailers and ensured buy-in. But expanded their customer audience and increased sales.