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KitchenAid Go
Cordless System

I had the opportunity to art direct the content package that launched the brand-new KitchenAid Go™ Cordless System. 

The challenge

"Develop a global launch playbook for the launch of the Cordless removable battery appliance ecosystem. Bring awareness to our amazing cordless appliances. Reinforce that KitchenAid has the best cordless products available, which are designed to make every kitchen the right kitchen for fulfilling your passion for making (not held back by your kitchen or appliances)."

The gameplan

We knew that maneuverability and being free from cords was the way to go with this product. We focused our asset package on bringing that idea to life visually. Lifestyle photography focused on the power and use cases of each specific product, always away from walls and never showing outlets. Our product shots brought this to life in a more unexpected way. Tapping into the mindset of our products being 100% free from cords, we created compelling visuals that simply harnessed that feeling.

This launch included 14 SKUs which included 60 photography assets. I had the pleasure of working with 2 incredible photographers, 1 fantastic food stylist, and 1 amazing stylist on this project.


Landing page lifestyle photography

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Target exclusive partnership PDP

Product photography

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