LG USA Kitchens

The client brief was simple. LG was a leader in premium refrigerators but awareness of their breadth of kitchen appliances was low. LG needed a site that engaged the consumer and showcase their strength: beautiful and innovative product design.

Planning for the site began in earnest in 2009. The economy was in a full recession and home improvement budgets had evapo- rated. During this period, remodeling was done piecemeal, over the course of years. So we decided the strategy would be to invest in a long term engagement with the consumer. Refrigeration would be our gateway and through this site, the consumer would be exposed to the full complement of products. But there needed to be a reason to return over the course of the years it would take for her to complete her remodel.

Our answer was engaging the Scripps Network (HGTV, Food Net- work) & Hearst to create custom content for the LG site..

Remodeling is all about inspiration and ideation, our ambitions were to turn The LG Kitchen Studio into a destination where a remodeler would revisit for trusted content from the leading provider of home improvement information. Role: Creative Director