York

A complete re-branding campaign exposed us to a new and somewhat troubled industry, Wallcoverings.  Our greatest insights on this account, however, hold true across the board in marketing; when your greatest attention is not on your end user there are bound to be problems.

We often see this problem within individual companies or brands, but in Wallpaper, the problem was industry-systemic, creating very real consumer disconnects with the product and the process of choice and purchase.

While kept at arm’s length from implementing many of our findings and corrections, when we implemented them on an account a year later (see Sunworthy), the consumer response was phenomenal.

For York – new logo, new expository line, new packaging and national advertising campaign.  We melded sub-brands under one label and created a first-rate campaign that not only created rooms worth reaching toward (hugely important in motivating home design), it connected the on-the-ground issues and collections of a home decorator with the kinds of rooms that could hold those pieces of her life. 

The placement was unique in that it ran as three consecutive spreads in general home magazines (House Beautiful, etc.) and then broke into niches (Country, Traditional, Victorian) for magazines with targeted readers. 

Our York corporate advertising followed the same theme but carried a specific message to retailers.


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