Branding |  SaaS Marketing  |  Product Positioning

Since 1982, Ergotron has been synonymous with ergonomic solutions that improve the way people work. But by 2018, competition had caught up and the brand was swimming in a sea of sit-stand sameness. The launch of the WorkFit by Ergotron consumer brand was an opportunity to target a new audience with a new message. We created a new, consumer-friendly identity system and implemented a D2C digital campaign designed to reach company culture leaders—a group we call “Office Activists”—with creative that turns the office, and the category, up.

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Emphasizing the modern workstyle of the modern workforce, the new campaign featured a bold look and a fresh voice that channel energy and attitude into every element. The new (at the time!) :06 video format added to the immediacy and sense of energy. Additionally, bright and eye-catching banners and social ads pushed to a new e-commerce store that made the sit-stand transition easier than ever.