Caroma partners with Marc Newson
Designer Marc Newson has begun a collaboration with bathroom supplier Caroma facilitated by STW branding agency Houston.
Strategic branding and design agency Houston, part of STW Group, this week launches the first phase of a major new campaign for Caroma, including a significant collaboration with
internationally acclaimed designer Marc Newson.
Incorporating an entire new brand identity to reflect the unique relationship between Newson and Caroma, Houston has developed a creative response across every touch point- including product, packaging, POS, web,
communications, and direct. It also worked closely with STW’s Bohemia Group on Pinterest, in addition to media planning and PR.
A specially designed gallery in Redfern – developed by Houston – also opens its doors this week as part of the campaign, allowing trade to fully experience the Caroma Marc Newson Collection.
Established by Houston as part of the overall brand strategy, the collaboration “brings together two of the countries iconic brands”, according to Houston CEO Stuart O’Brien.
“Both Newson and Caroma have strong international credentials matched with unrivalled design talent and affinity with Australia. This is a wonderful partnership that has created a truly impressive new collection for
Australian bathrooms. To promote such a significant relationship, we needed to ensure the brand was of equal stature, showcasing this beautiful new product range while impacting in a highly competitive
marketplace,” he explained.
“The work itself is beautifully shot and crafted and presented as a real showcase of excellence. From the gallery experience to the oversize brochure this is a campaign that truly reflects the significance of this
important design collaboration.”
The new Caroma Marc Newson Collection product range and accompanying assets were launched to trade at a special event last night (Tuesday, September 18), also organised and designed by Houston.
The full range will launch into the Australian retail market in 2013, with a Houston-developed media campaign.
For further information on the Caroma Marc Newson range please visit www.caromamarcnewson.com (site developed by Houston). Share your inspiration from the world of architecture and design on the Caroma Marc
Newson Pinterest board http://pinterest.com/caromamnewson/ (developed by Houston in conjunction with Bohemia Group).
Credits – Houston
Creative Strategy and Project lead:
Stuart O’Brien, CEO
Alex Toohey, Design Director
Stephen Cannon, Senior Designer
Kelly Coughlan, Account Director
Georgia Swan, Account Manager
Pieta Pacey, Business Director
Annika Hansen, Account Co-ordinator
Ross Purdy, PR Manager
Source: STW press release