A 360 campaign and sales experience.

Build a refreshed and improved trade show campaign for Houzz Pro at the largest trade show for home professionals in North America.

The Solution

Houzz returned to the 2023 International Builders Show (IBS) and Kitchen & Bath International Show (KBIS) with a fresh campaign promoting our project management software, Houzz Pro.

As part of the Trust the Process Campaign, the main goal was to entice home renovation professionals to purchase our project management software, Houzz Pro. However, we also aimed to educate the home renovation community on the benefits of Houzz Pro software, which can greatly enhance their working process and improve efficiency for both them and their clients.

To achieve this, we decided to not only give our graphics a visual update to showcase our new and user-friendly features, but also revamp our activations, panels, and communication methods with our valued home professionals. This meant creating a 360 experience that also included more emails, social media, and a new landing page.

The Deliverables

Booth Refresh,
Brand Video,
Informational Events Landing Page,
Marketing Materials,
Swag & Giveaways,

The Team

Andrea Novo, Sr. Brand Designer / Design Lead
Gloria Hiek, Brand Design Manager
Evan Lin, Brand Designer
Nick Klein, Photographer & Animator
Olivia Morell, Head of Copywriting
Autumn Gurevich, Freelance Copywriter

Streamlining the Process

The Trust the Process Campaign marked a milestone for Houzz, as it was our first-ever comprehensive marketing campaign with a trade show component. Given the unique nature of this undertaking, our team embraced the challenge of not only creating the necessary assets for the campaign but also establishing a thorough process that could guide us in future campaigns. To achieve this, we carefully structured the process into phases, ensuring a systematic and efficient approach to campaign development. These four phases were named, Define & Plan, Concept Brainstorm, Design & Prototype, and finally, Review & Launch.

Define & Plan; An Audit Of The 2022 IBS & KBIS Trade Show.

During the initial defining and planning stage of the Trust the process campaign, the stakeholder and the copy team collaborated together to define the messaging for the 2023 Trust the Process Campaign. While this was happening, upon reviewing the different touch-points of the 2022 IBS & KBIS Shows, I created a roadmap and strategy based off of learnings and discovers. This lead to creating a more well rounded campaign that included new touch-points such as informational landing pages, more learn articles on our site, and a more robust and planned email campaign.

The Updated 2023 Touch-point Road Map

Concept Brainstorm; The Creative Development

During the initial stages of the TTPC campaign, our design and copy team worked closely together to brainstorm trade show activations based on the campaign's concepts and messaging. As a member of the design team, I had the opportunity to explore various design solutions for all campaign touch-points. Throughout the process, we maintained internal weekly reviews to revise and evolve our concepts, ensuring they were refined to their full potential. The final step in the concept brainstorming stage was to propose our final design concepts to the stakeholders, seeking their approvals and valuable feedback.

Review & Launch; The Execution Process

As a creative team, we worked diligently to implement the selected design and copy explorations across all the final touch-points of the Trust the Process Campaign (TTPC), aiming for consistent and impactful messaging. Throughout the design stage, we actively sought feedback from stakeholders, considering their valuable insights to refine our creative vision It was at this stage that we revised the designs based on the feedback and obtained final sign-off on all the required assets. It was also during the execution stage that I project managed the creative team’s workloads to ensure that not only did we hit all vendor deadlines, but that all files were ready for production. Post final file send off, to ensure future reference and continuity, we documented our design decisions for potential review and enhancement down the road.