Lemon Seed Marketing Picks Winner of $150K Brand Overhaul, Eyes Vegas Reveal

Lemon Seed Marketing has officially named the winner of its Great American Brand Story contest—though the lucky home service company remains under wraps until a grand reveal in Las Vegas this October.

The Texas-based branding and marketing agency, known for helping HVAC, plumbing, and electrical companies stand out in crowded markets, launched the contest to give one mid-sized home service business a $150,000 rebranding package—complete with a full suite of services from 11 industry-leading partners.

“This isn’t just a new logo and call it a day,” said Crystal Williams, founder and lead strategist at Lemon Seed. “This is a ground-up transformation that sets the winner up for real growth, long after the confetti stops falling.”

What the Winner Gets

While the selected company—chosen from a pool of HVAC, plumbing, and electrical firms with $1–$5M in revenue—won’t be publicly named until Service World Expo 2025 (October 28 in Las Vegas), their brand makeover is already underway.

The package includes:

• Branding & strategy from Lemon Seed Marketing

• New website by Online Access

• Digital data analysis from SearchLight

• Direct mail campaign via Mail Shark

• Wall wraps and signage from Real Graphics

• Service Nation membership and coaching

• Call center support by Pink Callers

• Client appreciation gifts from To Your Success

• Promotional materials from Criscione Bros.

• AI-powered communications platform from Chiirp

• 5-week PR campaign managed by Ripley PR

“We’re combining strategy, tech, and design to deliver something truly game-changing,” said Emily Fleniken, creative director and partner at Lemon Seed. “The impact goes far beyond the visual—this is about message, experience, and market reach.”

More Than Just Marketing

What sets this contest apart is the end-to-end approach. It’s not just about aesthetics or a slick website—it’s about giving a home service business the infrastructure to scale, with tools that tackle everything from lead nurturing to customer retention.

And for Lemon Seed, it’s a statement of purpose. The company has built its reputation by elevating the often-overlooked branding needs of trades businesses. The Great American Brand Story is a loud, proud extension of that mission.

“Home service companies face tough competition and complex growth barriers,” Williams added. “This contest proves what’s possible when the right resources come together.”

With the winner already in the midst of transformation, all eyes now turn to Service World Expo 2025, where Lemon Seed will unveil the brand’s new identity live on stage.

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