PJ MECHANICAL

A Landmark Brand Worthy of Its Reputation

Delivering as a mechanical (HVAC) contractor for over 50 years, PJ Mechanical has its fingerprints on nearly every iconic landmark in New York, including Yankee Stadium, The Plaza Hotel, Carnegie Hall, and LaGuardia Airport. But with the next generation of leadership taking the reins, it was time to clarify its mission and unify the PJ brand to grow their company to the next level. For that, they turned to YCP.

PROJECT TEAMS

Strategy
Branding & Design
Motion & Video
Digital Marketing
Web Experience
Software

Designed to Differentiate

Even though most developers and GCs were familiar with PJ Mechanical's reputation, PJ recognized it was time to sharpen their messaging to truly communicate what makes them unique to the market with a clear strategy and a modern brand that reflects today's capabilities.

Starting with YCP's Strategic Roadmap process, we mapped out a tailored approach for PJ Mechanical, developing a fresh messaging platform, establishing a new logo identity, and creating fresh video and photography that shows GCs, architects, and property owners the true craftsmanship and excellence they bring to every project. A fresh website was created to bring all of these elements together.

Conveying Confidence & Consistency

Our tagline process began with understanding what PJ Mechanical had always been about, how it had developed its reputation for delivering for customers. As we interviewed the Pappas brothers, we heard story after story about their father (the founder) and his coming through for customers no matter what it took. From its earliest days, beginning with an old green rack track and a few window air conditioners bouncing around in the back, customers were always cared for like family, and PJ quickly developed a reputation for always delivering on its promises. This tagline became the headline message across their entire marketing platform.

Standing Out in a Crowded Marketplace

PJ Mechanical’s new website was designed to communicate that no matter the scale of the project, PJ is the choice (not simply a choice) for the job. It highlights dynamic project case studies with stunning visuals and stats to inspire confidence in PJ's capabilities. The fresh new site combines dynamic visual storytelling with intuitive navigation and clear messaging to communicate the company’s professionalism, responsiveness, and trustworthiness—values that have always defined their work.

Featuring the Faces of PJ Mechanical

In an industry where relationships matter, the people make the difference. YCP’s photo and video team captured PJ’s leadership and field crews in action, highlighting not just the quality of the work but the character of the team behind it. We wanted to feature the familiar faces on the team to convey the authenticity, personal connection, and craftsmanship PJ's people bring to every project they touch. Through a multi-day film shoot across NYC, we followed their teams to the tops of skyscrapers still under construction, to the service department's timely attention to an emergency request, and leveraged these new assets across all of PJ's printed and digital channels.

Telling Their Story. Sharing Their Legacy.

PJ's story is the American Dream, beginning with an immigrant father and mother who came through Ellis Island dreaming of a better life for their children. This legacy of a hardworking father translated to Peter and Jamie Pappas, who lead PJ today. We used video storytelling to convey the company's humble beginnings and the modern-day landmark projects that have cemented their reputation as the region's premier HVAC contractor.

A brand on the move

PJ Mechanical’s new brand system—complete with refreshed logo, fonts, colors, and messaging—was applied across vehicles, safety gear, jobsite signage, and much more. Each time the logo is used, it reflects the professionalism and precision PJ brings to every project.

For PJ Mechanical:

It all started with a YCP Roadmap

Discover how the YCP Strategic Roadmap can help you outsmart your competitors, better engage your audience to action, and see your business experience new growth.

Learn more about the YCP Roadmap