Acoufelt — TH/IS/KEENAN

Acoufelt

Industry-leading quality soft architectural acoustic products.

Hired in 2020, my core mission was to overhaul Acoufelt's brand, messaging, and creative campaigns. The brand lacked personality and its confusing message undermined its potential. My vision was to create a human-centric brand that resonated emotionally with our audience, shifting beyond product focus to deliver a strong narrative and visual journey. This approach redefined how people interacted with a product-focused brand by infusing campaigns with personality and relatable narratives.

Drawing on my agency experience, I spearheaded a strategic shift, propelling Acoufelt towards a human-first approach that highlighted its unique offerings and engaged new markets. I developed new brand positioning based on compelling "product journeys," which reinvigorated our offerings with new narratives and stories, enabling tiered and centrally focused content. As creative lead, I was responsible for the strategic approach, brief creation, content development, and delegating tasks across the marketing team.

Key to this rebrand was redesigning the company's values, mission, and vision statements to be achievable and realistic, transforming Acoufelt from a product-centric entity into a creative, trend-setting, and thought-provoking brand. Through engaging campaigns, we made Acoufelt more approachable. These comprehensive changes yielded significant results: website traffic surged by 70%, new product samples saw a 90% click-through rate, campaigns for new products and colors tripled, and social media activity saw a notable increase in audience engagement.

Beyond my role as Creative Lead, I also manage Acoufelt's extensive portfolio of 30 innovative products. Specializing in wall and ceiling solutions, Acoufelt stands at the forefront of soft architecture. My vision for the brand centers on creating an approachable, human-centric experience.

A key initial step was moving away from a cold, corporate aesthetic to one that directly showcases our strengths and the inherent beauty of our products. My ongoing vision is to position Acoufelt as a leading innovator and trendsetter in the industry.

For Acoufelt, a leader in innovative wall and ceiling acoustic solutions, my focus was on crafting a compelling brand narrative that resonates deeply with our audience. To effectively communicate Acoufelt's vision, sustainability commitment, and overall approach to soft architecture, alongside showcasing our diverse range of wall and ceiling products, I developed a comprehensive printed brochure.
My goal was to establish Acoufelt as a human-centric brand with a distinct personality, forging a stronger connection with customers that extends beyond mere product features and fosters a genuine relationship.

Future-proofing the user experience.

Recently I redesigned website, meticulously crafted to deliver a significantly enhanced user experience. Recognizing the growing demand for our innovative acoustic solutions, we prioritized simplicity and intuitive navigation above all else. My goal was to create a seamless journey where discovering the perfect Acoufelt product is effortless. Say goodbye to endless scrolling!

The new design strategically highlights our impressive immersive renders, allowing you to experience our products in stunning detail with minimal effort. This streamlined system ensures our diverse offerings stand out and are easily accessible, empowering you to find the ideal solution quickly and efficiently.

To visually showcase each product collection, I commissioned a library of high-quality renders. I developed mood boards for scenes and settings that strategically highlight the different views of the wall and ceiling.

By directing the render artist, I ensured the visuals were both aesthetically compelling and effectively presented the wall and ceiling within inspiring interior environments.

Crafting Distinct Brand Personalities for Acoufelt's Diverse Products.

Beyond Acoufelt's corporate identity, I, as Creative Lead, spearheaded the reinvention of individual brand personalities for our unique product offerings. To ensure market differentiation, each sub-brand was carefully developed to reflect its distinct style. Our flagship brands, FilaSorb Premium Felt and WoodBeQuiet Wood Finishes, are prime examples, clearly distinguished by their product focus.

Within these brands lie specific product ranges, such as the new QuietForm and Fracture Two-Tone, explored in the videos below. My creative vision for these campaigns drew inspiration from the vast architectural landscape, connecting centuries-old patterns and modern linework to create visually compelling narratives that resonate with fundamental human connections.

Six new patterns pay homage to the granduer of history’s most iconic architecture – introducing QuietForm.

QuietForm™ Panels and Tiles, Acoufelt's inaugural thermal-molded acoustic product, offer a striking three-dimensional wall finish with transformative soundscaping capabilities. The campaign was crafted to be simple yet effective, paying homage to centuries of design and architecture.

The narrative highlights how enduring historical inspiration continues to inform contemporary product and pattern development, as seen in QuietForm™.

Precision carved linework in contemporary repeatable patterns – Fracture Two-Tone.

In 2023, Acoufelt proudly launched a new signature product, pushing the boundaries of acoustic design through innovative technology. This groundbreaking process involved intricately carving patterns into a dual-layered material, resulting in a captivating three-dimensional aesthetic. The core of the launch campaign centered on the fundamental element of these designs: linework.

Our social media strategy intentionally showcased abstract, close-up visuals of the linear patterns themselves. This deliberate approach ensured a strong and immediate visual connection with the product's defining characteristic, creating intrigue and a distinct brand identity.

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