JennAir
Year
2023
Project Type
Branding & Campaign Materials
Deliverables
- Strategic Approach
- Messaging Strategy
- Naming & Logo Concepts
- Tactical Execution of
Print and Digital Materials - Creative Director
Team
- VPCD: Matt Carson
- CD: Chelsey Dever (Sharpe)
- ACD, Design: Agnes Skrabacz
- ACD, Copy: Melissa Redder
Meant for the daring.
JennAir wants to define a rewards program that scales and will provide Designers & Architects with the opportunity to be rewarded for their efforts and the desire to recommend brands that provide them a value proposition.
Our team defined the strategic approach for the program, and defined details of the tiers. Following a naming exploration, we created logo and branding materials for the program that included a landing experience, digital ads, emails, printed collateral, brochures, etc.
HUMAN TRUTH
Perfectionists at heart, D/As require professional partners to understand all of their discerning needs. Brands must reflect their high standards of luxury and support their drive to stay at the top of their craft.
CULTURAL TRUTH
Consumers expect personalization in everything from toothbrushes to cars. Brands need to understand deep customer needs to compete.
The Design market has recently been hit hard. These small businesses need all the help they can to stand out and get to get back on top.
BRAND TRUTH
JennAir knows luxury, design and innovation. They also knows that B2B partners need differentiated and distinct partnership. JennAir is prime to apply their forward-thinking disruptive luxury to their partnership program.
OUR STRATEGIC UNLOCK
JennAir is a true business partner.
Bringing Designers & Architects access to the community, connections and experiences they crave will build long-term trust and solidified partnerships.
CREATIVE COMMANDMENTS
DEFIANT
Defies expectations and conventions of the category or channel to invoke the rebel spirit of JennAir.
PROGRESSIVE
Establishes JennAir brand as the uninhibited visionary, forging a progressive path for modern luxury.
VISCERAL
Provokes and engages the senses with its visual artistry, depth of feeling and the breathtaking thrill of uncommon.
MASTERFUL EXECUTION
Obsessive dedication to every experience. Highest-quality materials. Machined without compromise.
Naming & Logo Concepts
PROVOCATEUR
Where Reputations Precede
Tiers: Rebel | Renegade | Revolutionary
Invite only—for select designers who challenge the status quo and chase their own future of luxury.
VIRTÙ (ver·too)
Noun: Experts in the art of design
Tiers: Curator | Innovator | Visionary
An unstoppable drive for perfection is what made you—and broke others. Revel in the rewards you’ve earned on your climb to the top.
MAISON MERIDIAN
Tiers: Keystone | Crux | Crown
Reach the top with JennAir. Comprised of the most sought-after, visionary designers, Maison Meridian offers exclusive access to resources that will help take your business to the next level.
Executed Direction
OBSIDIAN
Tiers: Onyx | Jet | Obsidian
We know that influential, visionary trade professionals like you are an integral part of JennAir brand’s business, and we want to reward you. Obsidian Rewards offer exclusivity that will help you take your business to the next level.
