Style Meets Function

Kenmore
Dishwasher Product Launch System

Role And Scope
Art Director, Lead
Art Direction | Concept Development | Set Design | Photography Direction | Cross-Functional Partnership

Channels
Product Photography | Retail Collateral | Sales Training Materials | Branded Feature Video

Overview
Kenmore needed a product-focused campaign that could highlight performance and reliability while feeling modern and relevant to everyday life. The work had to balance functional messaging with a clear, approachable visual point of view that could scale across channels.

I led the creative direction and art direction for the campaign, partnering with strategy and copy to translate product features into a cohesive visual system. The concept focused on showing how form and function work together, using consistent layouts and product storytelling to maintain clarity across executions. I stayed hands-on through concept development, art direction, and review to ensure the work remained cohesive and usable across formats.

Impact And Outcomes
The campaign was deployed across multiple channels and formats, providing a flexible creative framework that supported ongoing product storytelling while maintaining consistency and brand clarity.

Photoshoot Set Design

Mocked for client approval and used as a visual guide for the set designer’s build-out.

Photoshoot Results

To introduce the Hybrid Council with Handle Light Status Bar Dishwasher, the imagery was styled to feel sleek and elevated through dramatic angles and shadow. I partnered closely with set designers, the photographer, and the photo retoucher to deliver bold, high-impact visuals.

Quick Start Training Guide

Designed to fit inside sales associate lanyards for quick reference on the sales floor. The intuitive fold-out format visually explains how standard models, hidden controls, and console elements come together to create the new hybrid design.

Flip Card

Point-of-purchase card designed to sit behind the price tag flip, reinforcing the evolved console as the best of both previous designs and highlighting how the handle light status bar uses color to indicate cycle status.

In-Store Signage

Highlights product features and awards, building awareness and desire for top-of-the-line models.

Training Guide

Used by sales associates and often shared with customers on the sales floor, the guide highlights the full product lineup and key features to support confident selling.

Dishwasher Feature Storyboard

Developed in collaboration with a videographer and video artist to guide feature-focused motion content.