Quality in Motion

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Challenge:

The innovative enMotion product line established Georgia-Pacific Professional as an industry leader. It also made GP Pro realize they needed a website that would make them stand out from their peers.

GP Pro products communicate their superior quality in person, but how could Armchair convey it across the web?

Solution:

Armchair let the products speak for themselves—through video and photography.

Results:

Site visitors now appreciate what makes GP Pro stand ahead of its competitors: the uncompromising innovation of their products.

GP’s sales force uses the site as a destination it can proudly and confidently send its customers to.

And Georgia-Pacific’s corporate empire has made the Professional division’s site its darling. Other GP divisions now want to foreground their strengths on the web in the same way that GP Pro has.

Interactive Couture

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Challenge:

Philips-Van Heusen (PVH) is composed of clothing brands across the spectrum, from luxury (Michael Kors) to department store (Geoffrey Beene).

PVH asked Armchair to create a website that “looked worthy” of the company that owns Calvin Klein, but that didn’t simply yield to any single brand’s signature style.

The site had to be vibrant and expressive, but also flexible across PVH’s house of brands.

Solution:

We featured high-quality video to create a television-like experience that puts PVH’s core assets – their brands – front and center.

Yet, PVH.com isn’t just a pretty face. Armchair elevated the site’s financial content above your typical plug-in modules, presenting a compelling case to potential PVH investors.

Results:

Visitors to PVH.com now experience a highly legible and beautiful interaction with the PVH brands.

The new site feels completely tailored to its users. It is an outlet for real, useful information that elegantly articulates PVH and its exceptional brands.

YellaWood, Y’all

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Challenge:

YellaWood® has been the industry leader in pressure-treated pine for 40 years.

They came to Armchair because they were looking to extend their television campaign—the YellaFella ads—to the web.

How could they take their brand further? And how could they translate increasing brand recognition into sales?

Solution:

Armchair designed a website to host the YellaFella videos as well as the interactive YellaFella games that Armchair created.

The star of the site was one of our games: a fun, visually rich, “work-safe opportunity to slap a Cowboy.”

The game also acted as an indispensable tool that tracked site usage and provided tangible statistics such as how many times the bad guy was slapped.

After securing YellaWood®’s brand recognition on the web, Armchair translated it into sales by equipping the site with a tool to help visitors locate YellaWood® products in their area.

Armchair created a way for fans to interact with the world of YellaFella, translated user engagement into sales, and enabled YellaWood® to measure their success.

Results:

Upon its launch, Yellafella.com quickly went viral across social networks like Facebook, where it has an affectionate fan base.

The bad guy in the game has been slapped over 8 million times, visits to the site have increased 200%, and enrollment in YellaWood®’s email list has grown 4000%…

And counting.

Dimensions of Architecture

Challenge:

The Georgia Tech College of Architecture wanted to make a statement at their Centennial celebration, so they asked Armchair to create a bold and vibrant brand identity that celebrated both their history and their future.

Solution:

Armchair designed a black and white, geometric logo on a 10×10 grid system. The logo referenced the mathematics of architecture and symbolized the school’s increasing impact over the past 100 years.

For the lecture series poster, we echoed the logo in color, using data-generated circles to draw attention to significant moments in the college’s history.

We then paired the graphics with Swiss-style typography to demonstrate the college’s continuous progress.

Armchair enabled the Georgia Tech College of Architecture to promote its Centennial celebration with a logo and poster.

Results:

As a direct mail piece, the poster instilled in alumni pride for the school’s history and inspired them to invest in its future.

The banner campaign ran on major portals and sites targeted at high school students.

Evolving Luxury

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Challenge:

InterContinental Hotels & Resorts was the world’s first international hotel brand and is a pioneer in the industry.

InterContinental asked Armchair to redesign their website and convey to visitors what made their hotels unique: the expert blending of high-end global standards with distinct local culture.

Solution:

We brought InterContinental’s website to life with videos and photographs of travelers exploring worldwide locations. Our strategy was to make potential guests feel like they had already arrived at their fantasy destination.

So instead of confining our audience to InterContinental’s rooms, we showed them what was waiting outside the hotel entrance.

After showcasing what InterContinental had to offer—unfettered access to exotic locations—we drove transactions with a stripped-down reservations form on the homepage.

Our redesign of the website set the brand standard for InterContinental’s visual design, voice and interactivity across marketing channels.

Results:

The new site establishes InterContinental’s brand on the web and captures an online audience while facilitating conversions.

Armchair continues to consult and execute projects for InterContinental. Recently, the group has depended on Armchair for everything from social media and concierge services to event planning and experience packages.

Products as Rock Stars

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Challenge:

Fusionbrands designs innovative cooking utensils for the modern era. From vertical ice cube trays to wearable cooking tongs, their products stand apart from the competition.

Fusionbrands called on Armchair to translate the personality of these kitchen supplies into a website. In an overpopulated category, fusionbrands.com would have to establish the brand and educate consumers on how to use the products.

Armchair took on the task of transforming a large amount of information into an enjoyable online shopping experience, ultimately making the enigmatic “Food Loop” and “Ice Orb” household objects.

Solution:

To Armchair, the Fusionbrands products teemed with life: Finger Tongs were birds; Poach Pods were canoes. Our imaginations conceived of a creative site that would capture the products’ personality and playfulness.

We created a line-up of full-screen, high-quality videos as the stage on which Fusionbrands utensils could perform. While the tools acted out their functions to custom music, site visitors would not only be entertained by the products; they would learn how to use them.

In addition, Armchair developed an overall brand system for the Fusionbrands line as well as a package design for the Ice Orb.

Results:

The website established Fusionbrands products as rock stars among kitchen tools. It brought the utensils to life and captured customers’ imaginations, leading directly to profits.

Site visitors experienced culinary tools in a completely new way, gaining a clear understanding of Fusionbrands’ unique personality as well as their products’ practical functions.

… is to help individual filmmakers, distributors, archives, libraries and other media owners to digitize and sell their work using the internet, and to become a one-stop location for anyone seeking these films.

Armchair designed this unique ecommerce discovery engine as well as reframe’s brand identity.

Site:

reframecollection.org

Articles about the launch:

New York Times

Hollywood Reporter

Variety

indiewire.com