WILSONART
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Wilsonart, the largest U.S. manufacturer of laminate surfaces, had long faced a dilemma in the consumer market: laminate was viewed as the outdated, cheap alternative to granite and other high-end design solutions.
By repositioning Wilsonart as a leader not only in affordability, but in design, sustainability, and function for the “real” world, we developed an integrated campaign story that highlighted the benefits of laminate surfaces as a first choice for home remodeling and building. The repositioning emphasized the durable, easy-care advantage laminate offers over high-maintenance granite surfaces. The campaign highlights the latest Wilsonart designs in dreamy, modern kitchens. The beauty of the countertops shines through, with hints of “real life” designed to connect the product to the consumer's own world.
In trade publications, the campaign stressed the eco-friendly attributes of laminate as an alternative to other surface options.
Website Redesign
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With core audience segments as diverse as consumers, trade, and commercial markets, Wilsonart struggled to define an integrated voice that would speak to each of their audiences in a way that addressed their unique needs. The previous solution had been to build individual web properties for each segment. The resulting 11 websites, each with a distinct look and feel, failed to present a cohesive brand identity.
We combined 11 existing websites into one that would appeal to each of their varied audiences, highlighting the content that is most relevent to each segment, while creating a unified feel for the brand as a whole. The result is a website that’s as beautiful as it is functional. It’s designed to accommodate each segment with personalized experiences that address each audience’s unique needs.
