Wilsonart Woodgrains Campaign
Wilsonart® Woodgrains is a collection of high-performance surface designs that authentically capture the warmth, texture, and character of real wood—crafted to deliver natural beauty with superior durability and sustainable performance.
Client
Wilsonart
Year
2024-2025
Services
• Campaign Strategy
• Campaign Identity
• Email & Webdesign
Credits
Created at Material+
CD / Jen Faber
Copy / Allison Burzloff
New Product Launch Brochure
Delivered to architects and interior designers, a 26 page brochure that highlighted the HPL designs, finishes and color samples available
New Product Launch Binder
Delivered to architects, this elevated 13-tab premium binder highlighted the HPL design options and benefits of choosing Wilsonart for future commercial and residential jobs
Media Assets
Targeted towards designers and fabricators, these assets typically lead with the benefits of choosing woodgrains over veneer
Campaign Landing Page Updates
Ongoing 2024 and 2025 updates to reflect the newest photography, design options and benefits available for the woodgrains unreal campaign
Trade Emails
Targeted primarily towards architects and designers, these primarily focused on the benefits of the woodgrains designs compared to wood and veneer
Tradeshow Events
Annual home building product events where proposed ideas were highly conceptual and aimed to surprise and delight within a highly saturated competitive market
01 New Product Launch HPL Brochure
Created as a tactile, elevated introduction to Wilsonart’s latest woodgrain designs, the new product launch brochure was distributed to architects and interior designers to inspire specification and material exploration. The piece blended thoughtful design storytelling with functional utility—showcasing each woodgrain through detailed color narratives and full sample swatches that invited direct interaction.
Printed on premium stock with careful attention to finish, scale, and texture, the brochure embodied the sophistication of the new collection while positioning Wilsonart as a design-forward, sustainable alternative to natural wood and veneer.
02 New Product Launch HPL Binder
Developed as the most elevated presentation of Wilsonart’s new HPL designs, the New Product Launch Binder was crafted specifically for architects as a studio-ready resource and inspiration tool. The binder utilized a layered, tabbed structure on heavy cardstock to organize color families and themes, creating an intuitive and immersive journey through the latest Woodgrain introductions.
From the tactile layering to the clean, modern typography, every detail reinforced Wilsonart’s commitment to craftsmanship and design excellence—offering a premium, lasting impression that mirrored the quality of the surfaces themselves.
03 Social Media Updates
To complement the launch, I developed social content that brought Wilsonart’s Woodgrains to life across digital platforms. These assets—ranging from static visuals to dynamic video clips—highlighted the designs’ hyper-realistic textures and sustainable advantages over natural wood.
Through cinematic lighting, close-up detail, and messaging centered on the tagline “So real, it’s unreal,” the campaign translated the tactile authenticity of Wilsonart’s surfaces into an engaging digital experience that resonated with designers and specifiers alike.
