Creative direction, design and process management.

Frigidaire Professional was launching a refresh of both their top-tier consumer appliance line and the brand itself. Telling the story in an elevated, compelling manner, while offering sales support based in consumer research, was essential to repositioning Pro with the primary dealer audience as well as consumers.


A genuine Frigidaire Pro appliance badge on the cover of the launch kit made an immediate statement about the brand. Hi-end printing materials, treatments and finishes were featured throughout the two-piece box, folder and brochure. 

The flexibility of having three separate pieces allowed the brand to utilize the full kit on launch with the media and dealers while the brochure featured consumer-facing information for use in showrooms.