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AMANA

As the OPP brand of the broader Whirlpool portfolio, The Amana brand is conversational and upbeat with a touch of humor. It takes on a simple yet educational voice to speak directly to the core target — easy operators. A clear and succinct style conveys the features and benefits in a way that is easy to understand.

Agency

Service

ARS 2015

Brand Strategy & Management | Print | Digital | Social | In-Store

Role

Assoc. Creative Director 

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personality

Careful not to impede upon sister brands, our strategy for Amana was to adopt and own iconography. Doing so reinforces the brand's simplicity and provided us the ability to create our own graphics quickly and economically.

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Have You Ever Statement

Relatable human truth

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HYE Graphic

Visual that relates to the human truth

3

Body

Provides a solution to the HYE Statement with the appliance as a payoff

4

category icon

Represent the appliance category

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instore

Support unassisted floors, promote OPP value story and leverage Amana.com to support decision journey

digital

Create content that keeps Amana top of mind using digestible, quick humor with a humorous spin on household advice that drives to a "help me choose" for an aided purchase.

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