Godfrey's initial effort was to develop and implement a brand identity logo system.

The graphic treatment began with a migration away from individual brand names and unifying them around a new single York "sunflake" symbol. With this graphic treatment, the acquired brand names remained in a dominant position- accommodating the brand equity that these brands brought to the York organization but were now to be only associated with York. In later steps the York brand name became the major name, with the brand names shown in a subordinate graphic position as business unit identities.

Once an identity system was in place, integrated branding programs were developed and implemented at both the corporate and business unit levels.

As a global company for more than a century, York has dedicated themselves to improving the quality of indoor environments. The campaign focused on York International's ability to engineer better heating, ventilation, air conditioning and refrigeration systems. A corporate branding program was developed to tell that story. Under the headline of "It's a Cool World", a print advertising campaign featured high profile cooling jobs that York was responsible for globally. The theme line used in the advertising became the basis of a variety of communications vehicles including trade shows, publicity, employee communications and their new corporate web site.

When York became a sponsor of the U.S. Olympic Team and official HVAC&R supplier to the Olympic games, Godfrey adapted the engineering positioning to tell the story of how it was developing better sports environments and contributing to the performance of the athletes. One print advertisement featured speed skater Bonnie Blair, the only woman ever to win five Olympic gold medals.

The "engineering a better environment" brand positioning was also used in divisional efforts around two key industry issues that were extremely newsworthy and sensitive-energy efficiency and refrigerate phase-out.

When owners of large commercial office buildings and cooling plants were faced with escalating energy costs, and changes in the methods for evaluating the efficiency of air-conditioning equipment, Godfrey helped YORK develop a comprehensive communications program that promoted the wide range of energy-savings choices offered by York. Each product introduction featured advertising and public relations targeting trade publications, collateral materials, and an e-brochure presenting key product features and benefits in an interactive format. The marketing effort also supported YORK's lobbying efforts towards standards setting and regulatory agencies leading to favorable changes in HVAC product performance evaluations.

When scientific data indicated that the refrigerant in air conditioning was depleting the atmospheric ozone, regulatory bodies around the world called for a phase out of suspect refrigerants. Both the industry and consumers were very resistant to costly replacement of HVAC equipment. Godfrey helped York explain the situation to its customers and prospects. In doing so, Godfrey positioned York as the engineering leader committed to helping companies meet the new regulations through a wide range of viable solutions other than equipment replacement. Godfrey accomplished this through YORK's corporate magazine, special brochures, update mailings, seminars, ads and publicity.