Tile, Inc.
“Finding What Matters”
The Challenge
During a tight holiday season, Tile’s marketing team needed help producing an entire season of campaigns using as many of their current assets as possible and with the ability to share the final designs for recreation into localized ads.
Our Solution
We quickly sifted through their existing branded photography and graphics and assessed previous holiday campaigns to determine if there was enough variation to reorganize for a new story. To maximize our flexibility, we decided to rework their existing product photography into modular elements featured in a series of top-down tablescape designs themed for each upcoming major holiday. We paired that collection of graphics and product imagery with a new accent font and muted seasonal color palettes to add character and create consistency between the campaigns.
The Execution
Together with the custom text lock-up, these assets served as a small design system that achieved the goal of enabling partners to create in-theme deliverables for various purposes throughout the campaigns quickly while also significantly reducing the brainstorming and production time needed to launch each subsequent launch. That came in handy as we worked alongside other agencies to stretch the campaign across all customer touchpoints through online ads, blog content, internal web pages, and a marketing email series.
Smaller Details
Inspired by the user stories we planned to promote in the St. Patrick’s Day “Make Your Own Luck” campaign, we designed new contextual illustrations to support features in the email series. We repurposed notable icons from Tile's existing set, like the 'Community Find' and 'Ring It' icons, to set the stage for these stories where Tile was the real lucky charm.
Finding What Matters
During the creation of this season of campaigns, we successfully balanced meeting adamant business needs with telling various brand stories ingrained in Tile's community-driven values. These deeper narrative explorations marked the beginning of a company-wide shift where they refocused their overall marketing on ‘setting the scene’ for their consumers to experience the benefit of the product.
Making your web work for you
•
Making your web work for you •
Let’s Get Started!
Are you hoping to strengthen the connection between your core message and your online experiences efficiently? We can sift through your identity to tell stories that resonate with your audience.
