Deadheat

Deadheat is a rebrand for a family-owned Jacksonville plumbing and HVAC company, twenty years in, built to replace phone-only booking and a dated site with something people actually stop scrolling for. Two words jammed into one: the dead AC unit, the Florida heat that killed it, and the standoff between the two, which is exactly what a busted water heater in August feels like.

A plumber in teal disappears into every other plumber. A plumber in hazard colors gets photographed at a red light. So the palette runs true black plus safety orange, the mark is a broken warning roundel with one bolt inside, and the punchline sits stamped on the van itself, not tucked into a tagline underneath it.

Grounded in Liquid Death (black ground, one warning color, the joke printed on the object itself), MSCHF (deadpan spec-sheet captions instead of marketing adjectives), and old hardware-store stencil crate lettering (the hazard-tape border, rationed to a few tiles so it reads as a risk instead of wallpaper).