Leading up to the March 2014 brand launch, the DXV launch kit was sent to top designers, showrooms and dealers in the U.S. and Canada. The piece introduced all brand touch points and helped to create a community of advocacy around the new lines.
The American Standard brand was lagging in luxury perception. Designers and consumers did not believe American Standard was a legitimate designer/luxury player. To combat this perception, American Standard introduced a new line of premium products, DXV by American Standard, which drew inspiration from American Standard’s rich 150-year history as a kitchen and bath product leader.
Our main objective was to restore the designers’ belief in American Standard and to elevate the brand by expressing the unique character of DXV products and collection in relationship to the greatest design movements of the past 150 years — Classic, Golden Era, Modern and Contemporary.
The foundation of everything we created sparked conversation and created a community of design leaders and enthusiasts who appreciated great design and inspiration.
