Our Role
Deliverables
Boost brand recognition among designers and communicate the company’s differentiators in a compelling way.
We refined the organization’s voice, messaging, and all visual elements, adding warmth and authenticity to the brand and making it more relatable to its targeted audiences. Purposeful tools and tactics, such as an event sitelet, email campaigns, social media cadence, showroom guide, and lookbooks, highlight the company’s purpose and commitment to honest materials and craftsmanship.
New messaging was created for Cumberland to better convey the differentiating aspects of their material offering and its integration across all their product lines. It also conveys the sense of ease consumers receive when working with the company.
New product imagery was created to highlight how the entire portfolio could work effortlessly together in any environment. Through the use of color, materials, and product mix in a variety of settings, we developed image assets that conveyed the timelessness of their brand.
To provide visual inspiration for designers, we developed brand lookbooks that showcase the array of products and honest materials and highlighted the company’s dedication to craftsmanship.
To increase brand awareness and encourage continuous engagement with targeted audiences, we developed a regular cadence of social media content and promotion activities.
We helped Cumberland define and execute the distinct look and feel of their showrooms, designing impactful environmental graphics tailored to their A+D audience that highlight the company’s product lines and extensive material offerings.
We designed and developed powerful email campaigns to elevate awareness of Cumberland’s products, materials, and NeoCon showroom presence.
We developed custom sitelets that recapped Cumberland’s presence during the NeoCon trade show. Seamlessly blending showroom photography and detailed product information, each year’s sitelet ensured that designers who may have missed the showroom or those seeking additional product insights could re-experience the event.
