Educate salespeople and consumers on all aspect and features of new major appliance lines and how those appliances stack up against the competition.
Role: Copywriter, Information Architect, Content Strategist, Editorial Strategist
As they were about to launch a new line of major appliances, KitchenAid needed to educate their dealers about the new products and also explain the step-ups from one model to another.
We separated the entire KichenAid major appliance offer into books that would address each of the brand’s six major categories: Built-In Cooking, Freestanding Cooking, Built-In Refrigeration, Freestanding Refrigeration, Commercial Cooking, and Cleaning. Then, we broke each book into a chapter that explained a particular class of appliances, like Wall Ovens or Disposals.
To keep track of everything, we mapped out each book top-to-bottom instead of left to right so we could always keep in mind the way the reader would experience the books as they flipped through the pages.
To get around this issue, the designers found creative solutions to represent difficult concepts about these products without using actual photography or renders. They either used illustrations, or creatively cropped photography to only show the parts of product that were still correct.
Because of how they were organized, written, and designed, both sales associates and consumers could easily pick up a book, flip through and select a page at random, and learn about a feature without any prior context.
Since they were designed to stand up like a tent card, our flip books could be used as point-of-purchase advertising and customers could educate themselves about the products' features without a sales associate present.