When Moen came to us to help them introduce their heavy-duty faucets and infrared flush valves to the commercial market, we had clear marching orders: 1. They asked us to use their pre-established visual template for the front cover of the new collateral pieces in order to tie in to and support the Moen brand, with its well-established residential identity. 2. They directed us to create a strong commercial message targeting key influencers in the market. Here’s how we handled the challenge. We began by “commercializing” what had been developed as a consumer template for the brochure covers, featuring commercial bathroom shots and strong commercial messages. Opening the brochures, oversized product beauty shots against a backdrop of CAD drawings, commercial application descriptors and commercial application photos further identify the faucets and flush valves as “working class.” Inside the gates, the commercial message dominates. Beautiful, clear cutaways illustrate strong feature benefit copy. In addition, targeted copy, competitive comparisons and commercial certification marks add believability to the heavy-duty positioning.
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