KitchenAid makes some seriously good equipment, if you are at all inclined to cookery.
Which I am not.
Even so, I totally dug this assignment for several reasons, not the least of which was getting to hang with some of their product designers who think about things like the most satisfying weight of an oven door, or the most refreshing whoosh of closing a refrigerator door. They were, in fact, the inspiration for the photographic style and the attribute-forward content approach.
My digging also extended to:
- The research we did – an intercept survey, phone interviews with dealers, kitchen designers and customers as well as key stakeholder interviews around the company.
- The exercises and thinking we did to help them think about how their brand is experienced online.
- The “product portrait” visual style that put the gorgeous industrial design at the forefront and cast the ofttimes gibberish features into language that cooks not only understood but, apparently, vibrate to. Even better was the fact that our approach ended up guiding that of the above-the-line agency – a nice bit of turn-around for something that was, ultimately, a single-channel assignment.
I lead this work with the incomparable Todd Spiewak, both of us shipped from New York to the wilds of Chicago (the office this work was done out of).