Chicago-based World of Whirlpool is a brand experience center offering hands-on creative workshops in a showroom setting. Offering classes from cooking to everyday life hacks, World of Whirlpool is not a selling center, it’s an experience center where consumers can have fun and learn from experts. After soft-launching their concept, they recognized the need to better explain their offering and develop a unique identity from their parent, Whirlpool Corporation.
Motion developed a new brand identity called “Active and Fresh” for World of Whirlpool Experience Center. The new identity included bold, fresh colors and energetic patterns intended to invite interest and inspire action. The ask was to create a unique identity complementary to the Whirlpool brand and a set of graphic tools and templates that the World of Whirlpool team would be able to own and execute successfully across all their marketing efforts.
Motion also created a new responsive e-commerce website. The website not only brought the brand to life but improved the user experience and functionality, making it easy for visitors to sign-up and purchase tickets to events, buy gift cards and even add themselves to a waiting list.
Imagery featured individual ingredients rather than the finished result because workshops were not about the finished product, but about the personal hands-on experience and how-to advice you’ll receive.
New color palette was built from, and designed to work with, the Whirlpool Corporation palette but extended to include a greater range of brighter and bolder colors.
The new brand voice is straightforward, clear, friendly and inviting.
Social templates were included in the brand guidelines to make it easier for the client to execute on an ongoing basis.
The new website not only improved the consumer experience, but the client experience as well. An improved workflow simplified the process of adding and managing events.
Automated email correspondence was set up to incorporate data from ecommerce into Mail Chimp so World of Whirlpool can easily market to their customers.