KI Wall
Styling an elevated presence to generate preference and sales
01
Challenge
With 80 years in business, KI was well-known in the education space for furnishings and wall systems. To grow beyond this limited audience, they created a spinoff brand, KI Wall, to highlight their line of architectural components that work within broader corporate settings. But with little existing traction among architects and designers, they’d need to find a way to gain attention for these more design-forward solutions.
02
Insight
Through research, we saw that this creative audience regarded KI as a quality-driven brand that sells furniture, but didn’t have their subbrand, KI Wall, in the consideration set for the modern, sleek furnishings they were after. We needed to create a brand that commanded their attention and showed how, with KI Wall, performance and elegance go hand-in-hand.
03
approach
We created a new visual and verbal identity around the theme “Engineered to Perform Beautifully.” Marrying performance and aesthetic, the brand shows the key audience of architects and designers how KI Wall can bring their visions to life with consistency, quality and efficiency. The launch had quick impact, propelling KI Wall from a relative unknown to a position of emerging leadership in the industry.
A transformation
| from: | To: |
|---|---|
| Functional | Inspirational |
| Mass appeal | Targeted |
| Value-driven | Premium |
| Unknown | Sought after |
The Little team crafted the blueprint for KI Wall to completely transform the way we’re perceived in a market that has proven critical to our success now and in the future.
Results
lift in sales
sales pipeline growth
new website visits in one year
