infiniti fire luxury fireplaces

Messaging Strategy | Website Design

Project Goal: Clarify the message and create a website that exudes modern luxury and innovation.

The team at Infiniti Fire reached out to me for a redesign because they felt like their current website didn’t represent the luxurious and innovative nature of the product. It was giving “grungy fabricating shop” instead of “luxury home”. Additionally, the messaging wasn’t targeting the right audience. It was speaking to home owners, whereas the website actually functioned as a gallery for architects and home builders.

The team at Infiniti Fire was preparing for a national architect conference where they would meet many potential customers, so they needed a website that accurately represented their business and spoke to the pain points and desires of their ideal customers.

The results

The process

The Solution

The Problem

In our strategy meeting, we uncovered that the primary audience the messaging and visuals needed to target was architects and home builders who want to get featured in publications for innovative home design. The primary function the website needed to serve was a gallery where potential customers could see the specifications of the product and see inspirational examples of the fireplace in action.

As I was leading the creative direction of the project, I suggested a bold, clean, modern design to reflect the modern, sleek, innovative Infiniti Fireplace. The new website would be image-saturated, concise and professional in its messaging, and appeal to the desires of luxury home builders and architects.

The results

The Solution

The process

The Problem

In our in-depth strategy meeting I uncovered that what their ideal customers want most is to be featured in publications and seen as innovative in their field. So we used language like “Designed to Impress” and “Customization means freedom to create.” While the previous website talked in generic terms about how great the company is (think “American-made,” and “we do quality work”), this new website spoke to the specific desire of being recognized for amazing design.

The primary feature of the website is the gallery page. The gallery needed to function as a place where potential customers could catch a glimpse of the endless possibilities of customization that the Infiniti Fireplace affords. To that end, rather than just dump all the images of the fireplace in action into one massive gallery, I stylistically organized the images into categories of type and design of product. Easy to navigate and inspirational.

The results

The Solution

The Problem

The process

Adam mentioned that working together on this project gave him so much clarity on how to represent his brand to his potential customers. The team was able to walk into the architect conference with confidence that their website would represent their brand well and sell their product to the people who wanted it the most.