Working with the Kenmore Brand for over 5 years, I had the opportunity to build a variety of brand books – from style guides to strategic positioning guides.
When Kenmore's tagline changed from Trusted Performance to Be Amazing, it became clear that the brand needed a thoughtful presentation – one that could be shared across agencies.
This positioning guide ensures line of sight to the strategy behind the change, and provides structure for the implications moving forward.
From nuanced shifts, to the brand voice, to a pivot in photography – all elements were highlighted with clear then and now examples.
As the brand owner for Kenmore Shopper marketing, my knowledge of the Kenmore Brand family made me an ideal resource to build this internal resource for product designers and engineers.
Better define the distinct personalities of Kenmore's sub-brands.
Relatable scenarios that dissect the anatomy of brand attributes. This provides the designers with a lens to ensure that product features and design choices align with each brand persona.