NAU BRAND PROFILE
The NAU brand by Cult Design promotes acclaimed Australian designers spearheaded by Adam Goodrum. First introduced in 2014, I developed a marketing campaign for the extended 2016 collection that focused on delivering more informative branding with an elevated aesthetic. It included new marketing collateral and a product launches of the Bower range at trade fairs in the Asia-Pacific region, including Melbourne and Singapore.
NAU 2016 collection collateral
From elegant lounge furniture to modular break-out furniture, the NAU 2016 collection is designed in response to the blurring lines between home and work. The collection presents four new product families that are reductive in form and honest in materiality. To communicate this message we commissioned the talented Marsha Golemac and Brooke Holm to shoot the official campaign imagery to be used for a new 50-page catalogue, advertising and other collateral. The crisp imagery was complemented by a more comprehensive copy-writing and three curated fabric cards for the upholstery from Kvadrat-Maharam, featuring a selection of rich velvets, textured wool blends and painterly irregular weaves. In partnership with Marsha Golemac, Brooke Holm, Design by Toko, Kvadrat-Maharam, Rosie Schloeffel and Adam Goodrum.
launch at denfair second edition
The second element of our campaign was launching the Bower range at the 'Denfair' trade fair in Melbourne in May 2016. We exhibited Bower with the remaining collection on a 54 sqm stand, curated to match the new collateral with four styled spaces. Further supporting Denfair's mission to promote authentic, Australian design, we furnished two public spaces on the fairgrounds. The 'Restaurant' featured natural ash Molloy chairs and the 'Bureau' the new Bower range. In partnership with Kvadrat-Maharam, BOLON, Otomys, Denfair and Niche Media.
IN THE mEDIA
Our marketing campaign for the NAU 2016 collection generated 25 press clippings and over 50 posts on social media. Media highlights include feature stories in Mezzanine #05, Inside #93, The Design Files and Design Daily.