Style Meets Function

National Dishwasher Launch | Kenmore

A product launch system that made a new control configuration easy to understand at a glance.

 

Role

Art Director
Art Direction and Design Lead

Launch Scope

National print, retail, motion, and sales training

Partnership

Five years across multiple product launches

 

Making the Innovation Clear

Kenmore was launching a dishwasher that paired the clean appearance of hidden controls with the visible status information people valued on front-control models. The difference mattered, but shoppers and sales associates needed to understand it quickly.

Working within Kenmore’s established brand, I developed a visual system that translated the Style Meets Function idea across the launch. Clear hierarchy and product comparisons turned the technical configuration into a consumer benefit.

Kenmore dishwasher launch photography highlighting the product’s hybrid control configuration
 

Building the World Around the Product

Before photography began, I designed a detailed kitchen composite that Kenmore’s production team used to evaluate the environment and build the physical set.

I art directed one day on set and supported the remaining shoot remotely. Afterward, I selected the strongest images for final retouching. Those selections became the photography library used throughout the launch.

Kitchen Previsualization

Kitchen previsualization created to guide set construction for the Kenmore product shoot
 

Designing for the Sales Floor

The launch system extended into a sales-associate guide and custom retail pieces. I designed the guide’s visual hierarchy and feature storytelling to make detailed product information easier to navigate.

For the sales floor, I originated a wearable educational foldout and designed signage that revealed additional information without crowding the fixture. I created the formats and die lines, then prototyped the pieces directly on the products and retail hardware before release.

Sales-Associate Guide

Kenmore dishwasher sales-associate guide designed for product education
Sales-associate guide pages explaining dishwasher features and product comparisons
 

Sales-Floor Education Tools

Kenmore dishwasher education tools designed for use on the retail sales floor
 
Kenmore sales-floor information piece organizing detailed dishwasher features
 
 
Wearable Kenmore dishwasher education guide attached to a sales-associate lanyard
 
Unfolded sales-associate guide showing dishwasher features and comparisons
 
 

P.O.P. Signage

Kenmore dishwasher point-of-purchase sign with a hinged price and feature panel
Kenmore retail sign explaining dishwasher cleaning features
Kenmore hybrid-control point-of-purchase display
 

Extending the Product Story Into Motion

I developed storyboards and visual direction for short feature videos, turning technical explanations into short, focused sequences.

Storyboard frames explaining how the dishwasher’s cleaning system works
Storyboard frames demonstrating Kenmore dishwasher loading flexibility
 

Carrying the Launch Through Production

I remained close to the work through final release, preparing files and participating in coordinated production reviews that protected accuracy across technically detailed materials.

The result was a cohesive national launch spanning consumer advertising, sales training, motion, and the sales-floor experience.