AUX

Shaping the digital presence of a global brand in a new market.

AUX Group has been an industry pioneer across air conditioning, power utilization, power distribution, new energy, and medical service for nearly four decades. With over 40,000 employees globally, they frequently rank as one of China’s fortune 500 companies. In 2024, AUX Air expanded into the United States and Canadian markets, seeking a comprehensive redesign of their digital presence.

Newfound helped guide the positioning approach of the business through industry research and messaging frameworks. These findings carried over to the design and development of the new website, working closely with both the U.S. and overseas AUX teams to craft an industry-leading digital experience.

CLIENT

AUX Cloud Commerce (USA), New Jersey

TEAM

Sebastian Calvo
Creative Director

Billy DeNatale
Creative Director

Aman Sharma
Lead Web Developer

RNR
Web Design

StudioHawk
SEO

AUX sought to carve out a space in the US market by contrasting the outdated websites that are common among leaders in the HVAC industry with a fresh and intuitive digital experience.

Looking to expand the global HVAC brand to the Americas, AUX sought to carve out a portion of the market in a space dominated by household names. The Newfound team enabled AUX to stand out against the competition by contrasting the outdated and often bloated websites that are common among leaders in the HVAC industry with a streamlined web presence.

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Defining an intuitive structure to effectively delineate the different product categories was central to the messaging strategy and user experience.

The HVAC industry has an abundance of bloated and often disjointed websites, leading to difficult navigation and confusion around product offerings. Pair that with unattractive visual design and the engagement experience can become unpleasant. The team iterated several navigation approaches to arrive at a product organization structure that feels intuitive and helps users easily understand the available options.

Emphasizing AUX’s excellence in customer experience, the site serves as a centralized resource hub for homeowners, dealers, and contractors.

User research and interviews informed the different educational and technical needs for each of AUX’s key stakeholders. For distributors, assurance of quality, regulatory compliance, and strong partnerships are key factors. Dealers and homeowners seek robust resources, seamless installation and maintenance, and an easy way to register their products.

A collection of images and videos was curated to give AUX a cohesive set of visual assets for their team to use across branded materials.

Empowering HVAC professionals with innovative, future-ready comfort solutions — backed by global expertise and unmatched commitment to sustainability.