Dynamic Develop

THE TASK:
Inform Interior Designers, Architects and Consumers about the unique properties of Kohler’s new Honed White Color. Provide an online destination for other communication tactics, such as: magazine ads, online banner ads and paid search results.

THE APPROACH:
Honed White was Kohler’s response to a request from the design community – a matte white that was an elegant alternative to their usual glossy colors. The challenge in creating a website to support this launch was to communicate the unique properties this new white had compared to standard whites using a digital platform. We collaborated with Kohler’s internal communications group to provide art direction to Carat, who did the actual web build. Our approach was to make the website as clean and simple as the color itself. This included a slide show and video communicating the color’s organic qualities that were inspired by nature. In an effort to drive the customer closer to purchase we included a showroom lookup on the first page where the user could easily find a location to see the Honed White color on display and understand its distinct differences from standard whites.

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