Andersen Windows A-Series System
How do you introduce a new line of windows and doors – for the first time in over twenty years – while maintaining the integrity and tradition of a 100-year old company? BIG picture thinking.
Working closely with our product experts, I informed the aesthetics and branding of this new product line called A-Series. This was a full branding strategy, including: style boards, brochure, displays, ads and web. I created a cohesive look by combining new photography with a new color palette, to give this product line a unique voice.
Brochure
Personalization and customization, without compromising performance. The series calls out different architectural styles within the collection to help make choosing windows and doors easier.
>> Here’s what people are saying about me
Very seldom in my career as a commercial photographer have I had the privilege of collaborating and working with an individual as passionate and empowering as Sara. Her ability to articulate the mission, combined with her profound design sensibilities, creates a working partnership that goes well beyond the expected. Sara's style is fresh and contemporary. She has the ability to recognize a team member's strength and work united and harmoniously to produce a concept on time and on budget. I wish Sara the very best and sincerely hope I have the privilege to work with her again soon.
Ron Crofoot Photographer, worked directly with Sara at Andersen Windows
New Photography
Initial Sketches
The creative challenge was to show as many architectural elements in one photo, that create a specific overall style in the A-Series collection. These are my initial sketches for the brochure and photo shoot.
Style boards
I created style boards from the architectural style research that helped form the visual language for the entire system:
Who are the people that live in an architecturally inspired home?
What do they do there?
How does this environment positively enhance their lifestyle?
Initially the plan was to highlight four distinct architectural styles, but in the end there were three:
Colonial, Arts & Crafts and Tudor.
Brochure WIP
Print Ads
The teaser advertisements promoting the A-Series website.
Uncompromise....(your style, your life) is the running theme for the web videos and ads.
Web Video Concepts
The web videos help explain each attribute of the A-Series collection with a video for each, including: beauty, performance and attainability. Uncompromise....(your style, your life) is the running theme for the web videos and ads.
Store-Within-A-Store Displays
The display pod acts as a store within a store component for dealerships and test pods within The Home Depot. Customers can explore different architectural styles to find what best fits their home, by experimenting with miniature-sized window parts. Real life store components were built and tested with the print collateral in four key sales markets around the United States.
>> Here’s what people are saying about me
Outstanding creative eye with strong design skills. Can take rough idea or concept and bring to life. Organized, efficient with superb project communication skills and ability to manage every detail. Easy to work with team player with great attitude. Not flustered by short timelines or other demands that are associated with working with major retailer.
David Nix Director of Marketing, Creative and Digital Services, supervised Sara at Andersen Windows
sara halgrimson • design@sarahalgrimson.com