Innovation

Peopledesign Innovation

Strategy, Research, Innovation
Finding and shaping new value.

Brand

Peopledesign Branding

Brand and Marketing
Expressing value and purpose.

CX/UX

Peopledesign CX

Customer and User Experience
Delivering value through interfaces and interactions.

The Built Environment

Peopledesign Commercial Design

Commercial Design
We have unique expertise with built environment companies.


Wilsonart Brand

Repositioning a leading materials brand for growth.

Challenge

Wilsonart Engineered Surfaces, a global surface material provider, has always had strong distribution and traction with general contractors. Wilsonart, however, lacked traction with architects and designers - an audience that is often responsible for deciding which materials to use. Peopledesign was asked to help develop a strategy and accompanying experiences to create a connection with this new target audience.
Wilsonart - Peopledesign

Solution

Diving deep into unmet customer needs, tangent industry trends, and internal history we found a core theme. This theme tied Wilsonart's history of mid-century material innovation to the designer's desire for celebrating a material's capabilities and passion for design heroes. Learning from material advancement in other industries we built a narrative that reached the hearts and minds of architects and designers.
Wilsonart Engineered Surfaces
Wilsonart ES spread
Wilsonart ES spread
Wilsonart ES spread
Wilsonart ES spread
Wilsonart ES spread
Wilsonart ES spread
Wilsonart ES spread
Wilsonart ES spread

Results

Peopledesign brought this narrative to life through print materials, an ad campaign leading to landing pages, as well as sales collateral. These materials also aided in sales training for the internal team.

Peopledesign is disciplined in how they question, learn, prioritize and lead a dynamic brand to find its voice. They are methodical and it pays off. Together we made it clear that Wilsonart not only delivers great products, it knows when and how to share its value with the A&D community.

Keith Sherman, VP Marketing