New Look, Big Impact: A1 Plumbing’s Journey to Stand Out and Grow

Company: A1 Plumbing, Pumps & Water Treatment
Location: Quinte West, Ontario, Canada
Key Contact: Jeff McKerracher, Co-Owner

A Bold New Look for a Bold New Vision

In Ontario’s Quinte West region, A1 Plumbing, Pumps & Water Treatment is turning heads with an eye-catching rebrand that reflects its growing ambitions. Originally founded in 2010 by Jeff McKerracher’s father and middle brother, A1 Plumbing transitioned to new leadership in 2019 when Jeff and his brother Nathan took the reins.

“We’ve experienced significant growth over the past few years, and we wanted a brand identity that reflected our vision of becoming a multi-trade, multi-location company along the 401 corridor. A strong, scalable brand was key to that plan,” Jeff explains.

“At the same time, we wanted something visually bold, memorable, and fun — a brand that would energize our team and send the right message to our customers and community. The old branding didn’t spark much excitement. It wasn’t something you’d be proud to see on a van, a hat, or a local sponsorship sign — so we decided it was time for something better.”

A Rebrand That Resonates

The company partnered with KickCharge Creative to lead the branding process and drew inspiration from Dan Antonelli’s book, Branded Not Blanded. But the transformation went deeper than visuals.

“We didn’t want this to be just a visual change — so we launched a new mission, vision, and set of core values as part of the rebrand,” Jeff says. “We also leaned on Nexstar best practices around culture, customer experience, and internal alignment. With guidance from our Business Coach, Heath Betts, we hosted onsite training and worked together to build a brand that felt authentic inside and out.”

To document the journey, A1 collaborated with local videographer Brian Lavender of Lavender Lane Media to produce a 10-minute mini documentary that now lives on their website and helps tell the full story behind the brand.

A Team and Community Energized

The rebrand has sparked enthusiasm across the board.

“The response has been overwhelmingly positive,” enthuses Jeff. “Our team takes real pride in the new brand — it’s created a strong sense of identity and belonging. Customers have commented on how clean, professional, and eye-catching our wrapped vehicles and website are. People have reached out just to say, ‘I saw one of your new vans — it really stands out.’ That visibility and recognition have been invaluable.”

Measurable Momentum

The impact of the rebrand has been tangible.

“We’ve seen a noticeable increase in call volume and web traffic since the rebrand launched,” says Jeff. “We introduced it with an internal launch party and a full rollout campaign — including social media, direct mail, email, and radio. That, combined with our seasonal spring rush and steady year-over-year growth, led to a record-breaking revenue period this spring, which has continued into June.”

“We’re also anticipating improvements in recruitment and retention as the brand continues to roll out through uniforms, vehicle wraps, and signage,” he continues. “It’s clear that being part of a company with a strong, forward-moving identity makes a real difference in team pride and morale.”

Looking Ahead

With momentum on their side, A1 is focused on scalable business growth.

“Our focus is on continuing to build momentum with the brand while strengthening systems and processes to support sustainable growth,” Jeff explains. “Before expanding, we want to refine our operations at our flagship location to ensure it serves as a model branch for future sites.”

And the company’s mission remains clear: “We’re committed to growing not just in size, but in impact — by investing in our people, serving our community, and continuing to raise the bar for professionalism in the trades.”