Strategic content thoughtfully delivered transforms digital platforms into a powerful new brand experience.
Daikin is a global leader in Heating Ventilation and Air Conditioning (HVAC) systems. Operating in over 170 countries and regions, they have strong brand recognition and market share across the world, including the growing markets of China, India, the Middle East, and Africa. In Europe Daikin is well regarded as a leader in highly efficient, low-carbon heating and cooling systems.
But in North America …
The situation in North America is quite different. Daikin entered the competitive North American market in 2004. By 2006 they acquired McQuay International, operating in the commercial, industrial, and institutional space. In 2012 Daikin bought US rival Goodman Global to boost US residential market share.
By 2024, and after much investment, the old Goodman factory was rechristened Daikin Texas Technology Park. It’s the third-largest factory in the United States (fifth largest in the world). Today, Daikin manufactures and markets indoor comfort solutions under multiple brands including Daikin, Goodman, and Amana.
What does this mean for the Daikin brand?
In North America, the flagship Daikin brand is represented to a range of audience segments across multiple websites. Some websites, like DaikinOne.com, are specific to a single consumer product line. The old McQuay International is now DaikinApplied.com covering a range of HVAC systems, parts, and services for large commercial and industrial applications.
The two primary websites are DaikinComfort.com, focused on residential consumers, and DaikinAC.com, serving commercial and HVAC professional audiences. Daikin wanted to consolidate and modernize its North American web presence by transforming these two websites into a single, streamlined platform.
Daikin Website Transformation
The client didn’t just need a new website. Daikin needed a digital ecosystem that could flex for multiple audiences without feeling disjointed.
That meant a unified content strategy, refined architecture, and a deep understanding of how homeowners, contractors, engineers, and dealers across multiple industries can navigate, evaluate, and act.
Discovery
We kicked off with deep discovery: user flows, SEO audits, audience interviews, brand workshops, and competitive analysis.
Then we mapped messaging to the buyer journey, restructured the site to support intuitive exploration, and crafted clear, differentiated content that spoke to both consumers and professionals.
Content Audit
Systematic analysis of content on DaikinComfort.com and DaikinAC.com to evaluate quality, relevance, and performance, guiding future content strategy.
Inventory & Categorization – Document and categorize all existing content assets clearly.
Quality Evaluation – Assess accuracy, relevance, readability, and audience value of existing content.
Gap Analysis – Identify underrepresented or missing content areas.
Duplicate Content – Highlight and recommend consolidation or removal of redundant content.
Content Updates & Removal – Recommend updates for outdated content and removal of irrelevant or low-quality material.
Migration Strategy – Determine and plan content migration, redirects, or rewrites aligned with future strategy.
Content Strategy Development
Utilize insights from the audit to create a comprehensive content strategy, defining future content creation, identifying target audiences, and outlining methods for optimizing and measuring content success.
Strategic Content Architecture
Simplified navigation and IA designed to guide users from curiosity to conversion. The homepage and site structure is optimized for each audience, with homeowners seeing content for residential products, and professionals viewing all products and other technical information like spec sheets and field manuals.
Organizing Daikin’s consolidated product lineup
Homeowner Main Navigation and Content
Professional Main Navigation and Content
Voice and Messaging Framework
Consistent, differentiated copy tuned to distinct personas without losing brand cohesion.
We defined key use cases for consumers, for example “DIY Enthusiast,” “Eco-conscious Homeowner,” “Busy Professionals,” “Upgrading Full-Nesters,” and others. By aligning content with the right user group we can deliver the right solutions at the right time.
Content that meets users where they are
Clear, benefit-led messaging that translates complex HVAC tech into compelling stories. Moving beyond a product-centric website, the new Daikin website leads with solutions based on homeowners needs.
For example, making additions to your home often involves addressing HVAC issues. Converting your garage into a living space means adding insulation, weather stripping, and possibly a new Daikin mini-split heat pump.
Some home-owners may have indoor air quality issues that affect their health. Pollen, smog, smoke from wild fires, or high levels of humidity can diminish your indoor comfort. But Daikin has multiple solutions from portable air filters to whole-home smart systems to tackle dust, allergens, pollutants, mold, and mildew.
Collaborative Content Sprints
Fast-moving development cycles designed to support a larger UX and development roadmap.
