© 2015 Michael Kraabel
Laminate surfaces were considered a second (or third) choice among most homeowners and designers. Legacy perception limited the category growth. Our strategy was to encourage architects and designers to specify laminate surfaces as a primary choice for both residential and commercial installations due to the durability, design choices, and sustainability aspects of the product.
Wilsonart was faced a historical brand challenge: laminate surfaces are not the same as granite. They were always viewed as a sacrifice in the minds of consumers, despite their durable finish and virtually unlimited design options.
I lead the strategic effort to rebrand not just Wilsonart, but the entire laminate offering in the category. The goal was to highlight the value laminate brought to homes (and commercial spaces), without the cost and environmental damage of traditional stone offerings.
In addition to the strategic positioning portion of the project, I also helped Wilsonart develop a new approach to creative assets – introducing hyper-realistic 3D modeling and rendering to their content library.
The result of the work was to create a stunning image of laminate, focused on the creative choices companies and homeowners can make, with a sustainable surface that is durable and welcoming.
Details coming soon.