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
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.
1
Have You Ever Statement
Relatable human truth
2
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
1
3
2
4
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.