Kitchenaid
While working with KitchenAid, I led and designed alongside a small team to produce a high volume of materials within a tight timeline for their 10-year product redesign launch. During this time, I successfully redesigned their full major appliance catalog, developed promotional materials for both digital and traditional channels, and ensured a cohesive brand presence across all touchpoints.
PROBLEM
Every 10 years KitchenAid redesigns their major appliances line. Several agencies were tapped to help execute an exhaustive list of deliverables to help promote and support this milestone event.
Scope of work needed to deliver on the following key objectives:
Announce and tease the up coming launch.
Showcase and reveal the new, now iconic, KitchenAid red anodized aluminum medallion.
Custom photoshoots and kitchen build outs on-site at the KitchenAid photography studio.
A curated snapshot of just a few of the designs from the KitchenAid engagement. Ranging from print to pos in addition to a variety of digital components.
Custom photography examples.
Mini catalog teaser for the redesign launch. In this launch, the red anodized aluminum medallion was a new key visual component KitchenAid was using to demarcate this years redesign.
Solution
The team established a custom launch design guidelines to help a variety teams at different agencies to produce cohesive creative for the launch. The guideline covered all mediums from print, OOH to digital and transactional.
Results
The KitchenAid 10-year product redesign launch was a tremendous success, earning rave reviews and exceeding expectations. Several high-profile OOH events generated excitement and drove a 35% increase in major appliance sales. A fully custom 200+ page product catalog was designed, photographed, and executed, serving as a key marketing tool that reinforced the brand’s refreshed identity across digital and traditional platforms.