kitchenaid destination : Design Campaign
let curiosity be your compass
KitchenAid’s Destination : Design is a landmark program for KitchenAid in 2024. In years past, clients requested a digital look book; a design-driven landing page showcasing the colors and new skus of that year with a clear path to shopping.
In 2024, clients pivoted away from such a focused path to purchase and toward a more editorial-driven experience to cement the brand as a taste maker and design authority.
In Destination : Design, we follow what two creative influencers, from different disciplines, find inspiring in the same location. In 2024, food writer, Ethany Lee, and musician, Mon Rovîa, traveled to Oaxaca, Mexico to find inspiration. Their backgrounds in food writing and music affected what they found inspiring, even though they were both exploring the same city. The design team at KitchenAid then translated Ethany and Mon’s pieces of inspiration into two custom kitchens.
In a nutshell
Each year we’ll select a pair of creative influencers and a location
Phase 1: Launch first version of the landing page and tease the project and location with stock imagery
Next, we head to the city of the year with the two influencers to document what they find inspiring and create photo and video content for the phase 2 landing page
Phase 2: We launch the landing page with the finished photo and video content that was shot on location
Then, we pass the influencers’ inspiration to the design team at KitchenAid and get to work building custom kitchens inspired by what inspired the influencers. Then we shoot video of the influencers and designer walking through the kitchens, learning about the design process involved in a renovation and how consumers can mine inspiration in their own lives to influence their design choices.
Phase 3: Launch the third iteration of the landing page with additional video content, revealing the final kitchen designs and detailing the design process
Goals
Breathe new life into the annual “look book” landing page project
Make the KitchenAid brand name a design authority in consumer minds
Encourage consumers to pull inspiration from their own lives to elevate and personalize their KitchenAid design projects
Responsibilities
Initial campaign concept development and pitch
Researched and compiled primary list of influencers for the project
Branded the campaign with versatile logo and initial campaign design via Condé Nast banner set design; these elements and design motifs were then used across project touch points
Curated list of design-centric locations used for Oaxaca, Mexico video shoot
Selected to create in-person activation concepts for Chicago, Michigan and New York
Directed wardrobe for on-camera talent
Created executive summary, budget, client presentation, and internal stakeholder slide decks