Client Name: Ice Air

Lookin’ Good in HVAC: How a One-Week Deadline Turned Into a 48-Page Showpiece

The Problem

Opportunity knocks. But this time, it’s not your team giving the big pitch — it’s your distributor partner. They’re preparing for a major presentation to a potential client that could drive significant revenue, and they’re relying on you for something bold, something compelling — something that makes the prospect sit up and take notice.

Oh — and they need it in one week.

Ice Air, a long-time client of Interline, called us with this exact scenario. Years earlier, they’d developed a sales piece for this kind of outreach — a “Look Book” that had fallen out of use as their product offerings, customer base, and brand positioning had expanded dramatically.

Could we reinvent it? Could we do it now?

The Solution

Interline’s ability to work under pressure is more than a skill — it’s a system. It’s what has sustained us for 35+ years in the ever-changing B2B landscape. When time is short, the fundamentals matter: focus, clear communication, and knowing how to pull from multiple sources to shape something cohesive — and memorable.

The Look Book concept was revived and reimagined. Collaborating with Ice Air’s internal marketing team, we tapped into a wide range of content — from previously produced case studies to fresh interviews and product stories — and built a 48-page visual portfolio that became a showstopper.

It included:

  • 27 project stories across residential, commercial, and institutional markets
  • A bold product overview featuring Ice Air’s All Climate Comfort™ technologies
  • Firsthand testimonials from architects, engineers, and developers
  • A clean layout optimized for both digital sharing and printed presentation

Each story was tailored to show not just the specs, but the strategy behind the product selections — positioning Ice Air as a trusted collaborator, not just a manufacturer.

The Result

The Look Book was delivered in the one-week deadline — and became the focal point of the distributor’s pitch.

More importantly, it sparked a deeper insight: in an industry where every company now competes on time, speed without strategy is noise. Interline’s ability to deliver strategic speed — creative execution aligned with messaging, market, and need — is what made the Look Book work.

It wasn’t just fast.
It was smart.
And it looked good doing it.

Standardizing Documents Solidify Brand

Problem:
Despite offering a wide range of air conditioning units for replacement and new construction, Ice-Air did not have a standard set of documentation for each model. Ice-Air approached Interline to create operating and maintenance manuals, technical guides, and installation manuals for each line of new and replacement air conditioning units. The creation of these guides would make it far easier to supply engineers and installers with the necessary information.

Solution:
Interline started by making a series of template guides for Ice-Air’s PTAC unit, designed for new construction. During the initial meeting, the client was happy with the new design, and gave Interline the approval to create a series of similar manuals for their full line of replacement and new construction units. The copywriters and designers at Interline worked with the client to bring the information up-to-date and ensure that everything was to the client’s specifications.

Result:
Ice-Air was thrilled with the series of new manuals, and now has a standard set of literature to show to clients and installers who wish to work with either replacement or new construction units. Ice-Air liked the design of the new manuals so much that they hired Interline to re-design their website in a similar style.

ICE AIR

For 40 years, New York based Ice Air has been developing and manufacturing HVAC products. For new installations and unit replacements, Ice Air innovates quality, durable HVAC products with the customer in mind.