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A premium kitchen designer and builder in Adelaide decides to promote through a printed brochure. "A little quirky and left of field" they said. Nothing too unusual. "We still want to present as professional and contemporary."

The Brief

This was a great project to tackle. Great content and images and copy (text) that was supplied ready to be used. Also to make it even more appealing the client wanted something a little quirky, a little bit different, "you know left of field type of thing" they said. But not outlandish we don't want to scare our clients away. The first step was to get a brief together and proposal which was sent off to the client and approved. With the housekeeping out of the way, I was ready to proceed with agreeing on a direction and style. The brochure was to be used after initial contact as an information pack. The selling had been done previously and the folder was to be used as either the follow-up meet or the specification presentation.

The solution

I looked at the process and realised there was a lengthy and detailed path the client had to take and in the end, it was about how the client wanted to feel about their new kitchen. This coincided with the purpose of Kitchenext. That of constantly seeking perfection. The path to this state reminded me of the path to Nirvana, enlightenment and the meditative process of a specific goal. So was born the concept of the "10 step process to Kitchen Nirvana." A few select photos of projects produced with some tie-in of headlines to the whole theme of "kitchen bliss". A heavenly revelation sky hero shot was chosen for the front cover to add to the ambience revealing a Kitchenext creation.
press + magazine ads

Press + lifestyle magazine ads

In the meantime, some concepts for some editorial and magazine advertising were developed to add to the marketing toolbox ready for use. So a photo shoot was organised and executed by Peter Hoare Photography in record time. He focused on the textural display of the showroom and materials available for use by Kitchenext. All in a morning ready to use in the ad concepts or brochure.
press + magazine ads

"Revolutionise the kitchen industry"

This was a different deliberate direction as it needed to perform a certain task out in the media. Grab the attention in a strong way with strong headlines that incite curiosity and communicate quickly. The use of some funky uber style textures with headlines and words that describe the truths that the audience were looking for in a kitchen designer and builder here in Adelaide. These ads were to tie in with the mission and purpose of Kitchenext stated in their story. "Kitchenext is a young and dynamic kitchen company made up of creative people with long histories in the kitchen industry. We’re small but we have heart and dedication…and we’re constantly seeking perfection. We want nothing less than to revolutionise the kitchen industry here in Adelaide and to make the process of kitchen renovation a better, happier experience."
Art direction

Photo shoot. Texture and style.

A photo shoot was booked to capture some images from around the showroom.
We managed to get a great range of shots featuring the surfaces and finishes that Kitchenext had available. In addition to the smooth slick style finishes, there was a variety of urban industrial type of materials that was just the thing for that uber style client in an inner city dwelling.

Results

A consistent message and collateral material to encourage an already converted prospect with a kitchen renovation and join into the process and journey that Kitchenext promised the client. All done in a left field sort of way...whatever that meant.

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