Changing perceptions with fresh branding
Plato Woodwork approached nParallel to help them reposition their brand at KBIS – the premier event for the kitchen and bath industry. Plato’s goal in attending KBIS was to reintroduce the company with a fresh, stunning, and captivating new look that would help showcase the company’s launch of three new styles of cabinets. As a company that has been around for more than 100 years, they wanted to instill the notion that they are the preeminent fine custom cabinetry manufacturers who are the masters of details.
The challenge at hand was not only to help them reposition their company to the 42,000+ event attendees, but to build an experience around their pre-built cabinet vignettes and integrate them seamlessly into the exhibit with a high-end and contemporary appeal.
Our vision was to position Plato as a brand that could stand out with mass and beauty at KBIS. We leveraged the company’s black, white, and gold palette to create an elegant and timeless environment set apart with high-end finishes and features. We built a 17’x40’ branding structure that stood tall on the show floor in a juxtaposition to capture attention based on intrigue. The dynamic structure was bold yet simple to draw attendee’s eyes into the space and onto the cabinet vignettes.
When Plato experienced the finished branded environment that our team designed and fabricated they were ecstatic. As a result of their new branding at the highly attended show, their exhibit quickly filled with attendees wanting to engage in qualified conversations with Plato. The company was talked about throughout the show floor and at events throughout the week with the focal point of how Plato re-positioned their brand and introduced new products in a bold and alluring way that gave the company high-impact perception change.