American Woodmark Brand Campaign

The Challenge

American Woodmark Corporation sells their cabinetry collections at Home Depot. They have a variety of print and digital materials that get updated every year with new products and brand initiatives. Our goal for American Woodmark was to develop cohesive materials that represented one overarching brand, but that each spoke to a different audience looking to buy cabinets: Home customers, kitchen designers, and construction professionals.

The Strategy

Catalog

The American Woodmark catalog is a beautiful showcase of American Woodmark’s cabinetry collections that speak to a home customer audience. American Woodmark asked us to create a new, repositioned consumer catalog that would inspire and educate, as well as highlight the company’s more contemporary brand vision. We used large, beautiful photos and short, bold headlines to draw consumers’ attention right to the product and its intricacies, with the theme of “Inspiring Ideas.”


Launch Brochure

The American Woodmark Launch Brochure is a great resource for kitchen designers. For their product launch, American Woodmark added their launch brochure to their Specification Guide for an all-in-one tool. We developed compelling content for kitchen designers such as answers to the top questions customers ask and updated storage options. We also paired new cabinetry colors with nature scenes to connect products with the senses they evoke.


Brand Video

Winner: GDUSA Awards 2019

American Woodmark realized a need for a video that didn’t just speak to their products, but also to their overall brand. This video connects life moments to the places they happen to truly show the value of an American Woodmark designed space. The theme of “Make a space that’s so you” speaks to American Woodmark’s commitment to their customers’ individual lifestyles.


Profolio

Able to be taken on any job site, this interactive PDF lets building professionals easily explore their options and contains useful tools that walk Pros through the benefits of American Woodmark’s Pro programs, inspirational kitchen sets and key construction information. Pros have different priorities when it comes to buying cabinets than either designers or customers – and this tool speaks to what they care about in their cabinets.

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  • ipad portfolio feature

J.D. Power

American Woodmark’s marketing team asked Bradley Brown Design Group to promote their J.D. Power Award win for Highest in Customer Satisfaction with a programmatic digital marketing campaign that included both an initial and retargeting campaign. We created banner ads and landing pages for each phase of the campaign, which resulted in over 7 million ad views and over 25,000 clicks, with increased traffic to the American Woodmark website. Our two-phase campaign also resulted in 140% more people in Home Depot stores.

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laptop with portfolio feature
laptop with portfolio feature
laptop with portfolio feature