Launching a collection into the US means designing for fabricators, dealers and specifiers at the same time.
A US collection launch is rarely won by the collection itself. It's won by how well the surrounding system supports the people who have to sell it.
Three audiences, one launch
The fabricator wants predictability. The dealer wants something easy to explain. The specifier wants confidence the range will still exist in two years. A single hero campaign speaks to none of them properly.
- Collection naming that survives range expansion.
- Sample and display strategy designed alongside the campaign.
- Dealer assets released before the campaign goes live.
- Specification data structured for the way it is actually searched.
The launch date is not when the campaign starts. It's when the dealer network is ready.
Related work
Category Campaign →