TXTRwall
Branding / Print Advertising / Email Marketing
As the lead designer on this project, I had the opportunity to create a logo that seamlessly integrated with both the new name and Rigidized's existing brand. The wordmark was designed to subtly reference the patterns found in the TXTRwall line, and the distinctive 'X' mark, inspired by their classic 6WL pattern, represents the deep texturing process.
To develop a robust marketing strategy for TXTRwall, I conducted extensive competitor research during the brand development phase to identify the ideal niche for the product. By comparing TXTRwall's unique selling points against various target markets and end-users, I determined that architects and interior designers were the optimal audience for our initial promotional efforts. Emphasizing the product's aesthetic qualities was crucial for this demographic.
I strategically positioned TXTRwall to appeal to a more design-oriented audience than other existing Rigidized product lines. I devised a visual brand with a lighter, fresher aesthetic, utilizing large product photos, abundant white space, and minimal graphic details. The new identity, featuring complementary fonts, color scheme, and visual styles, integrates TXTRwall into Rigidized's catalog while distinguishing it as a unique product designed for a specific market segment.
I orchestrated a comprehensive marketing campaign for TXTRwall, which included a press release that garnered interest from design and architecture publications, a branded email announcement distributed by The Architect's Newspaper, digital magazine advertisements, and a Google Display ad campaign. The culmination of these efforts was the successful product re-launch at NeoCon 2021, the premier event in the commercial design industry.
