Seachrome was already a leader in designing and manufacturing premium bath accessories for over 50 years when we began working with them. However, they lacked brand awareness and loyalty with the specifiers that used their products in premium commercial properties. Our challenge was to elevate their brand to appeal to their design-savvy market and convey the quality of their made in USA product collections.
[ The Brief: Seachrome Before ]
Before, the Seachrome website and collateral was dated, overwhelming, and lacked sophistication. With little messaging and no professional photography, their unique and premium product designs were getting lost in their focus on manufacturing capabilities and technical details.
[ Photography: Product ]
To communicate the versatility and design differences of the products in hero shots, we built custom sets using designer tiles and carefully arranged product groupings for each collection. We also executed clean, premium product photography to highlight the quality of the stainless steel material and construction.
[ Printed Collateral: Product Brochures ]
We created a series of catalogs to differentiate each line, each of which appeal to different market segments. A clean stainless cover with a clever die cut revealed unique, stylized hero photography of each collection; the “peek-a-boo” tiles served as quick visual identifiers. Custom environmental photography and silhouettes of people brought warmth to the piece and referenced the busy nature of the public spaces in which the products live.
[ Photography: Location ]
Seachrome products are specified in a wide range of premium hospitality properties, including exclusive hotels, resorts, and casinos. To highlight their expertise in this category and create beautiful assets for print, web, and social media, we executed location shoots at luxury properties including M Resort and Red Rock Casino, Resort & Spa in Las Vegas.
[ Photography: Location ]
To showcase how Seachrome products blend seamlessly into any hotel space, we created both wide angle images to feature the design, as well as macro detail shots to feature the product quality. We used simple, sophisticated props to bring the spaces to life and suggest the presence of people without using a model.
[ Photography: Lifestyle ]
To execute Seachrome’s brand, we needed hero photography for use in prominent placement in print ads, collateral, and online. For this high end location shoot featuring their stylish aging in place products, we cast a model that read as mature enough to appeal to their older end customers, and youthful enough to present the brand in an aspirational light.
[ Photography: Lifestyle ]
Careful arrangement, propping, and posing brought attention to the client’s products in a luxurious bathroom environment. We used a compositing technique to simulate the appearance of a full installation in this premium location rental.
[ Advertising: Print Ads ]
To target specifiers that incorporate Seachrome products into their commercial properties and aging in place designs, we created a series of designer-targeted ads featuring lifestyle photography and messaging with a premium design sensibility. The designs were varied enough to cover repetition in the media plan while still remaining cohesive to strengthen the overall brand awareness.
[ Digital Media: B2B Newsletters ]
With their extended network of distributors and retailers, Seachrome needed a way to keep in touch with their B2B contacts. To help keep Seachrome top of mind and their network in the loop, we curate, design, and write bi-monthly corporate newsletters including trends, company news, and product tips. In addition, we create informational newsletters for their architect and designer community on ADA compliance to create additional brand awareness and loyalty.
[ Digital Media: Website ]
Seachrome’s website had to appeal to both B2B and B2C markets, from distributors and retailers to specifiers that include architects, designers, and builders. Large lifestyle photography draws the viewer in and creates a sense of context and accessibility. Each collection is executed with clear messaging and bold visuals to differentiate the markets and draw users in to each section. Warm, inviting copy communicates Seachrome’s unique selling points and product features and benefits.
[ Video: Corporate Portrait ]
As a manufacturer with over 50 years of expertise, Seachrome wanted to convey their extensive experience in designing and building premium bath accessories to potential specifiers, retailers, and distributors. Our corporate video goes behind the scenes of their manufacturing facility, introduces the product collections, and presents Seachrome’s unique specialty in ADA compliance and the aging in place market.
[ Video: Product ]
Seachrome has four distinct product lines that appeal to different markets. To highlight each one and present features and benefits, we created a product video for each category with factory footage to show manufacturing capabilities and made in USA quality, stylish sets with a hand model to demonstate product characteristics and scale, and animation to convey the versatile design options and installations.
[ Video: Instructional ]
To highlight Seachrome’s unparalleled knowledge of Americans with Disabilities Act compliance, we created two videos to help architects and designers navigate the complexity of designing commercial bathrooms to comply with ADA standards. We communicated the complicated and technical information in an easy to digest presentation supported with infographics, illustrations, and clear narration. We also designed and executed renderings of two distinct designs for ADA compliant bathrooms for use in these videos and for Seachrome’s internal presentations.
[ Video: Editorial ]
In our ongoing work with Seachrome, we have seen an increase in interest in the aging in place movement as more baby boomers enter into seniorhood. We produced an animated video with useful statistics and tips for aging in place bath design to capitalize on the buzz and keep Seachrome at the center of AIP movement.
[ Space: Trade Show Booth ]
Seachrome needed a booth that was architect and designer-friendly to create a visual impact in the aging in place and accessibility markets. Bold graphics with our product and lifestyle photography were paired with flat screens featuring videos we produced to showcase product features and benefits, aging in place design tips, and manufacturing information.
[ Social Media: Integrated Social Campaign ]
Seachrome wanted to target architects, designers, and builders in order to achieve broader brand recognition through social media. To reach these audiences, custom content included design tips, inspirational quotes, product tutorials, and architectural lifestyle posts. To emphasize Seachrome’s expertise in ADA compliance, disability and aging in place lifestyle content is also broadly used in Seachrome’s social media on platforms including Facebook, Twitter, Instagram, Pinterest, and Houzz.