Campaigns

Whirlpool Brand – Design to Simplify

 

 

 

 

 

In a world of clutter and chaos, Whirlpool brand decided to be the oasis. Much like your home, it would stand for a place of refuge. How was that to be visually translated in a way that connected with the consumer and brought peace? Clean design, simplified systems and clear, concise content. We gave everything we built free-space to breathe and allowed visual rest for the consumer. We created margins between Whirlpool products, the competitors and the rest of the environment that surrounded them. The campaign successfully translated into an approachable brand that kept the product hero and the refined details highlighted. Feature and benefit stories were uncovered and well organized into easily navigable systems that allowed the consumer to make educated decisions without anxiety.

 

Gladiator Garage Works – Tread Boldly

 

 

 

 

Gladiator started the new category of garage organization solutions. Shortly after it’s inception and launch; the marketplace became saturated with similar types of product. The result was an immediate sea of sameness. How was Gladiator, the forefather of garage organization, going to reclaim it’s leader status and cut through the clutter? By giving it purpose in the human life beyond just storing stuff. Most people love organization and brining order to chaos. But more importantly, they love who they are and what defines them. In an effort to connect with the consumer we borrowed from the signature product design and asked them to Tread Boldy. Get out there. Be their true self.

We flipped the script and challenged to consumer to get out of the garage and be active. Get their stuff off the walls, out of the cabinets and into the world. We highlighted their passions along side their stuff. The stuff Gladiator stores and protects. We created visual systems that demonstrated how the product works and carried that across multiple platforms. In the end, we reinvented the category that Gladiator invented itself.

 

Maytag Brand – What’s Inside Matters

 

A century of being the best and most dependable isn’t surface deep. It comes from what you’re made of inside. Everyone wants to claim they’re the best, but how do you show it? How do you prove it? By uncovering what you can’t see and telling the consumer what they don’t know. And why it matters to them. We took the defined path and brought it to life for the consumer where they needed to hear it most–at the store level. Where they kick the tires and take the product for a test-drive. We uncovered key benefits and claims, crafted them to be relevant to daily life and screamed it at the top of our lungs. After all, confidence isn’t always quiet and retail can be pretty noisy. We asked the consumer to engage. Open the doors. Turn the knobs. And we showed them what they couldn’t see by tearing away the outer skin, revealing what makes the product work and how Maytag products are superior right down to the nuts and bolts. On top of all this, we shed light on how the product was built. Who assembled them and where they lived… in our own backyard. This resulted in a campaign that left no questions unanswered and zero mystery as to why Maytag builds the most dependable products. Confidence is key and knowing is half the battle.

 

Renaissance Athletic Club – This is Your Renaissance

 

A healthy, mid-sized community that only had access to a couple fitness centers certainly needed more options. But people love routine. How could Renaissance Athletic Club break into a community and bring something new… and at a premium? By focusing on the individual with a feeling of exclusivity, but being inclusive.

We built a campaign from the ground up and got our hands in deep, right down to the color of stain on the wood lockers. We disrupted the space and hit the community at every angle from outdoor to radio and digital. In a matter of weeks everyone knew what Renaissance was all about. Despite the cost of membership, by the time Renaissance Athletic Club opened their doors we more that tripled the membership goals set for the year. And the community hadn’t even touched the equipment yet.