Chester Springs, PA – (July 16, 2019) – Azione Unlimited has revamped its logo to include ‘The Smart Home Association,’ reinforcing the message that the group has diversified its presence with the design community. The new logo will distinguish the group’s focus on transforming into a smart home authority for architects, builders, and designers.
“It’s no secret that our industry is experiencing a really interesting transition,” said Richard Glikes, President of Azione Unlimited. “Integrators who embrace forward-thinking concepts like architect trends, lighting design, and building techniques are the same ones who get called to a project earlier. But those bigger pieces have to start somewhere and we think these smaller distinctions are what carry that momentum.”
Building the Foundation
The tagline distinction also compliments Azione Unlimited’s efforts in courting premier architects in the design community. Many dealers in today’s industry face the problem of “budget shockwave” – a coined phrase describing the surprise costs of technology after a budget is spent. Typically, this is a result of custom integrators getting invited to a project very late in the process.
Focusing on architect trends and blending tech with aesthetic, the solution has shaped the identity of the Azione Unlimited group to reflect the newly acquired prowess for understanding what architects need.
“The new tagline helps identify that Azione Unlimited members are more than just A/V dealers,” said Patrick McCarthy, Director of New Business Development and Member Services. “We are defining ourselves as an authority in the smart home space and can enhance any project at any stage in the process. That’s the real impact of a tagline like this. It brings attention to the fact that our dealers are dynamic and can quickly become the strongest link in the chain.”
Azione Unlimited has also made significant progress in guiding architects to the group, inviting a panel of CRAN (Custom Residential Architects Network) members, an idea-sharing offshoot of the AIA (American Institue of Architects), to its Fulgent Fling Spring Conference in Florida. Members from Azione Unlimited spent time in group discussions, exploring what the architect community knows about custom integration and how the members can help reinforce a positive image.
The group has also aligned with HTA (Home Technology Association), embracing the idea that consumers and architects should know who qualified dealers are and how to find them. The two-fold effort has elevated Azione Unlimited members to a new tier in the industry, rebuilding.
“The problem we solve is two-fold – we educate architects and we please the client,” said Glikes. “Outfitting a home with technology can be frictionless if the dealer knows what they are doing and the architect knows how to find them. This tagline is the perfect billboard to promote our dealers as not only top-tier but well-versed in current architect needs.”