While most commercial-looking appliances require custom cabinetry cutouts, the newly redesigned Frigidaire Professional line provides consumers with product designs inspired by professional kitchens that fit in traditional-sized or existing cutouts. 

A new brand identity and retail expression was created that takes cues from the new product design, highlighting the juxtaposition of sleek, clean lines and heavy-duty attributes.

An activation strategy was developed to implement all in-store communications from national big box chains to independent dealers, including on-product POP, displays, print ads, promotions and sales collateral.