Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
STRATEGY + VERBAL IDENTITY + COPY
Della makes thoughtfully-designed HVAC systems and appliances that stand the test of time. For their rebrand, we wanted to help them define and promote what makes them different beyond quality design at a great value.
In our research, we uncovered that creating the right thermal environment isn’t just about choosing a temp number or cool setting. It’s an experience, made up of how each person feels in, and responds to, their space at every moment. That experience affects health, productivity, mood and wellbeing, and, as a result, touches every aspect of life.
Since we only think about air comfort once we are already uncomfortable, the best possible scenario is one in which we don’t notice air temperature or quality at all. That creates an interesting paradox: even though it affects daily life in a major way, the best air experience is the one you notice the least.
So, we decided to focus on the creation of ideal indoor environments through appliances with a desire to blend into daily life, rather than stand apart from it.
We focused on how Della dials in the indoor environment so it’s just right for you, blending quietly, brilliantly and reliably into your life to create a healthy, stress-free home. Because Della believes the best appliances deliver the most while demanding the least.
We began to think of Della as the antidote to a world constantly demanding more and more of your attention. A refreshingly self-sufficient introvert in a world of extroverts seeking validation. With a thoughtful yet playful voice, we centered our messaging on the idea of “less us. more you.”
To convey Della’s smart features and quality design, we focused on the benefit to the consumer: a space that feels just right. This inspired the brand’s tagline “Dialed In.”
In messaging, instead of speaking to features, we talked about the invisible elements of air quality and temp as a feeling or mood in your home and daily life. With copy that’s light and clever, we created a sense of freshness and ease.
We carried the emotional quality into product names that subtly evoke the benefits of their models.
Within a less-is-more framework, we brought compelling ideas to life, creating a fresh and thoughtful feeling throughout the brand.
AD+DESIGN: KATI FORNER // STRATEGY+VERBAL ID+COPY: ALLISON DOBKIN