Creating Innovation Value:

January 16, 2015

The key to success, growth and survival

Dee Cramer Heating & Cooling

There is a lot of talk about innovation being the key to growing American businesses, but exactly how companies get innovative remains less clearly defined. I had the opportunity to sit down with Matt and Rich Cramer from Dee Cramer in Holly, Michigan, to talk about how diversity has kept them on the forefront of innovation and allowed them to become a business fixture in our community since 1937. Dee Cramer had been featured on the cover of onthetown Magazine in September 1992, and that cover was included again inside the 40th Anniversary edition, earlier in February of this year.

Dee Cramer, Inc. is a third generation, family owned company, which was started by Dee Cramer, and then led by his son Dick, before Matt and Rich took the helm in 2005. Over the past decades, these leaders have been honored with several prestigious awards, including such distinguished recognition as Dick Cramer (2nd generation) being inducted into the 2012 Michigan Construction Hall of Fame, Dee Cramer (grandfather) being SMACNA Contractor of the Year 1983, Dick Cramer as SMACNA Contractor of the Year 1998, and Matt Cramer (3rd generation) as SMACNA Contractor of the Year 2011.

Studies claim that fewer than 10% of family businesses survive to a 3rd generation, which makes Dee Cramer very unique. President Matt Cramer says, “Our grandfather raised our father to be a well-rounded individual and did not force him into the family business. When he was ready, he came onboard. Our father also raised us to be very well-rounded, so we both worked other jobs in other industries, and later, we came back to the family business, [then] by choice.”

There are 88 employees of its 190 employees who have been with the company for over 10 years, 43 employees for over 15 years and 23 employees who have been with the company for over 20 years, showing the loyalty and dedication they have for the company. Many of the employees are 2nd and 3rd generation workers as well. Matt explains, “Our company was built on the core values from my grandfather. Our dad continued to build the company on those same values. We proudly continue to build on those same values over 70 years later. We are proud to have a company which allows our employees to live and work in the same community.”

Since its inception, Dee Cramer has prided itself on excellence in design, workmanship, competitive pricing and customer service. “Everything we do is intentional,” Vice-President Rich Cramer explains. “We stick to things we excel at.” And then he adds, “We focus on customer service and provide value when we identify a need in the community.” Matt continues, saying, “We are able to take care of our customers better than anyone else.” Furthermore, Dee Cramer represents the definition of diversity in our community. From residential heating and cooling services to taking the lead on the one million square foot C.S. Mott Children’s & Women’s Hospital project, Dee Cramer has proven over and over again to be truly a leader and innovator in their industry.

Many people locally believe Dee Cramer is just a residential company, with few realizing that they are the 13th largest sheet metal contractor in America. While a good portion of their work is on new buildings, they take pride in the work they do servicing mechanical
systems in existing buildings. “Mechanical systems represent a significant capital investment for any building owner. We provide a valuable service maintaining those systems to extend the life of that equipment. The latest technology allows us to measure the capacity and efficiency of existing equipment to help owners know when it makes financial sense to replace it,” explains Rich.

Dee Cramer is recognized nationally as an industry leader, with state of the art headquarters, right here in Grand Blanc Township, Michigan. This is not their only location, for they also have a 18,000 square foot fabrication facility in Saginaw, a 20,000 square foot fabrication facility in Wixom, and another 3,300 square foot branch office in Lansing. “We specialize in making difficult projects look easy for customers, primarily in the Midwest, Matt says. And to clarify further, “We are on the cutting edge – we are not inventors, but we are early adopters of new technology,” Rich explains. He is speaking of the BIM technology and IPD Projects which Dee Cramer has adopted early on and allowed to become industry leaders.

BIM (Building Information Modeling) is 3D technology that Dee Cramer has been drawing models in for over 20 years. “By drawing the building in 3D, we are able to allow all the trades to lay in all their contents and systems to ensure [that] everything fits and installs properly before on site construction starts,” Matt says, adding, “We are a recognized industry leader in building information modeling.” BIM keeps projects under budget and allows them to be completed in a shorter time span when compared to buildings built with traditional methods. One example of how BIM creates efficiencies is represented in how, in the construction of the C.S. Mott Children’s and Women’s Hospital, BIM was used to map out the hanging points for all the duct work in the entire one million square-foot building. This allowed the crew to install the hangers using GPS coordinates as the floors were being poured so that when the ductwork arrived, the install time was significantly reduced.

In addition, IPD (Integrated Project Delivery) is a new Construction delivery method that Dee Cramer uses to streamline projects by bringing all the key components of the project together for collaboration earlier than they would be in traditional building methods. This brings the owner directly in contact with the trades and allows brainstorming for the best possible way to achieve certain project objectives and project goals. IPD utilizes various specific talents of team members to improve cost effectiveness, minimize waste and ultimately focus on achieving specific owner objectives. The end result of IPD projects is a higher quality project, delivered more quickly, often times under budget, with much higher customer satisfaction in the final product. The Paul F. Reinhart Emergency Trauma Center at Hurley Children’s Hospital was the first IPD project in Michigan, and since then, Dee Cramer has successfully completed five more IPD jobs to date.

The innovative technologies Dee Cramer adopts come from their participation in the Sheet Metal & Air Conditioning Contractors’ National Association (SMACNA) and also from a peer group of other like companies across the country. Dee Cramer is recognized nationally as an industry leader for their peer group and SMACNA. Dee Cramer is also a big believer in giving back and investing in their local communities. They change the sign in front of their Grand Blanc Twp. facility every October for breast cancer awareness, participate in the breast cancer walk, support the Boys and Girls Club of Flint, as well as Big Brothers Big Sisters, United Way, Habitat for Humanity, Christmas in Action and Hurley Children’s Hospital.

For additional information about Dee Cramer or to contact them for their services, visit www.DeeCramer.com.

Raised Embroidery Sweatshirts: Adding Dimension, Texture, and Impact to Your Brand

May 8, 2026
When it comes to promotional apparel, the details really do matter. One of the best ways to elevate a sweatshirt or hoodie is through raised embroidery, a technique that gives logos a bold, dimensional look you can see and feel. We recently created a custom zip-up hoodie for the Maryville Retreat Center using raised embroidered logo detailing. The result was a piece that didn’t just display their brand, it brought it to life through texture and craftsmanship. For Maryville Retreat Center, the goal was to create apparel that felt welcoming, durable, and aligned with their mission. The raised embroidered zip-up hoodie achieved that balance, offering a clean design with just enough texture to make it feel special. It works well for staff, volunteers, and guests, making it both functional and meaningful. What Is Raised Embroidery? Raised embroidery, sometimes called 3D or puff embroidery, uses specialized stitching and sometimes a foam base to lift parts of a design off the fabric. Instead of lying flat like print, the logo stands up from the garment, creating depth and texture. It’s a simple technique that instantly makes apparel feel more premium and intentional. Why Raised Embroidery Works So Well It elevates the look and feel Raised embroidery adds instant dimension, which naturally makes apparel feel higher quality. Even simple logos look more refined when they have texture and depth. It creates a strong first impression Because the design physically stands off the garment, it catches light differently and stands out without needing bold colors or oversized artwork. It’s built to last Embroidery is stitched into the fabric, not sitting on top of it. That means no peeling or cracking over time, even with regular wear and washing. It works especially well on hoodies and sweatshirts Heavier fabrics like fleece hold embroidery well, allowing the raised stitching to stay clean and structured. It helps strengthen brand recognition A textured logo becomes more noticeable and memorable, helping your brand stand out in everyday settings. Raised embroidery turns apparel into something people actually notice and remember. It’s a small detail that makes a big difference in how your brand is perceived. 

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Intentional Branding in Action: A Logo Design for Interactive Training Systems

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In industries like engineering, manufacturing, and automotive, innovation never slows down. The companies that stand out are always thinking about what comes next. That mindset should show up not just in what you do, but in how you present your brand. We recently partnered with Interactive Training Systems to create a logo design that reflects both where they have been and where they are going. The end result is a modern brand identity that supports their continued growth. Why Intentional Branding Matters A logo is often the first impression your business makes. It should quickly communicate who you are and what you stand for. For companies in technical industries, that means finding the right balance. Your branding needs to feel modern and forward-thinking, while still showing experience and credibility. Every detail plays a role, from typography to color to overall style. A strong logo helps build trust, show expertise, and set you apart from competitors. A Thoughtful Approach to Logo Design Interactive Training Systems came to us looking for a logo that captured both their history and their future. As a company focused on technical training and innovation, it was important that their brand felt precise, smart, and adaptable. We started by getting a clear understanding of their business, their audience, and their goals. From there, we explored concepts that included: Clean, modern lines to show forward movement Subtle technical elements tied to engineering and manufacturing A polished look that reinforces trust The final design feels current, while still staying true to their foundation. Branding That Grows With You Your brand should evolve as your business grows. Too often, companies treat logo design as a one-time project, but it should be something that supports you long-term. This new logo gives Interactive Training Systems a strong foundation for what is ahead. It reflects innovation while still respecting their history, which is key in an industry like theirs. Why the Right Partner Makes a Difference Good branding comes from collaboration. It is about working with a team that listens, understands your vision, and knows how to bring it to life. At Behind Your Design, that is always the goal. We focus on creating branding that not only looks good, but actually works for your business. If your current branding no longer reflects where you are headed, it might be time for a refresh. The right logo can make a bigger impact than you think.

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Drive Your Brand Further with Custom Golf Balls

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Custom branded golf balls are one of those promotional items that just make sense. Whether you run a golf course, a tournament, a resort, or simply want a unique way to connect with clients, they offer a fun and practical way to keep your brand in play. Golf balls are naturally tied to relaxation, leisure, and connection . That makes them a powerful marketing tool. When your logo is on something that people are actually excited to use, your brand becomes part of a positive experience. Every swing, every round, and every time someone reaches into their bag, your business is right there with them. For golf-related businesses, branded balls are an easy win. They are great for member giveaways, tournaments, pro shop merchandise, and corporate outings. If you are not in the golf industry, they still make an excellent client gift or a memorable handout that feels personal and unexpected. It is a simple way to say “thanks for your business” while staying top of mind long after the first tee. Behind Your Design has recently created custom golf balls for The Ally Challenge , Epic Machine , and Lewis & Knopf . Each one was designed to reflect the brand while still feeling clean, professional, and ready for the course. And let’s be honest, it is hard to find a promotional item with more staying power. These are not getting tossed in a drawer and forgotten. They are getting teed up, driven down the fairway, and maybe even lost in a water hazard or two. Either way, your brand is along for the ride. When it comes to marketing, combining business with leisure is a hole-in-one strategy. It builds connection in a relaxed environment where people are already in a good mood and open to engagement. That kind of brand association is priceless. If you are ready to put your brand in play, contact Behind Your Design today and start creating custom golf balls that keep your business top of mind from the first tee to the final putt.
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