De’Longhi asked 160over90 to develop their holiday campaign for 2010. The goal was to let the customer know that De’Longhi products aren’t just home appliances, they’re great gifts for the design-minded person on your list. For the ad campaign we created a website that complimented this message by showcasing the products in an updated version of the De’Longhi branded photographic style that included festive propping for the products. The website also contained recipes, tips, and guides on how to utilize De’Longhi products to make your holiday even more luxurious.

Visit the site.

Created at 160over90, the team included:

Executive Creative Director: Jim Walls; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Web Developer: Mark Llobrera; Copywriter: Kyle Arango; Account Manager: Jon Fruman; Photography: Tom Ammon.

De’Longhi approached 160over90 to help them develop a special campaign to follow up their previous brand campaign. The goal was to bring more focus to the brand pillar of design, and increase the overall brand recognition for De’Longhi. We chose to focus the campaign around the holidays, and use the launch of a new product, the De’Longhi Perfecta Super-Automatic Espresso Machine as our key product. To increase brand recognition we wanted to make a major media relations push to get the Perfecta in magazines and on blogs.

With the objectives set we began to create the Artista Series, a limited edition of Perfecta machines custom etched with artists’ work. One of De’Longhi’s core beliefs is that home appliances should be beautiful, and thoughtfully designed. We took that one step further and showed that a coffee machine could also be a piece of art. We worked with artists from Italy, and the U.S. to create an edition of 5 machines each. The machines traveled around to major cities in the U.S. to promote the Artista Series, culminating in an online auction with the proceeds going to the Oxfam America Charity.

Visit the Artista Series website.

Artista Series by Mario Hugo

Artista Series by Damien Correll

Artista Series by Mike Perry

Artista Series by Nicole Miller

Artista Series by Maria Vittoria Benatti

Artista Series by Jonathan Calugi

Artista Series by Michele Toffalori

Artista Series by Kristina Collantes

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Account Manager: Dan Giroux; Photography: Tom Ammon.

De’Longhi approached 160over90 to redesign their website and align the user experience with the new brand campaign we created for them. De’Longhi has a wide range of products, to simplify the navigation we chose to categorize the products into Caffé, Kitchen, and Home. To allow even greater browsing within those categories we gave the user the ability to sort products by function. This gave the user the chance to discover new products they might not know exist, but also the opportunity to drill down to products that suit their specific needs.

We needed the website to not only be a functional shopping destination, but also an area where customers can experience and learn about the brand, more specifically the 5 pillars that were leading the branding initiatives. To achieve this we added 3 brand story sections to the site. These pages are accessible through the Heritage page where customers can learn about the Philosophy, History, and the inspiration for the product design through Disegnato In Italia. These pages included interactive components that offered the viewer an engaging way to experience De’Longhi’s brand pillars.

Visit the website.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Web Developer: Brian Tennyson; Copywriter: Cory McCall; Account Manager: Dan Giroux; Photography: Tom Ammon, Chris Sembrot.

De’Longhi is a home appliance company headquartered in Treviso, Italy for over 100 years. They came to 160over90 for a complete re-branding. Through our research we helped De’Longhi establish the five pillars of their brand: quality, expert manufacturing, innovative features, Italian heritage, and stylish design. We developed a visual and tonal palette for De’Longhi to express these brand pillars to their customers.

Our first initiative was to launch a brand awareness ad campaign. The campaign included online advertising, print advertising, consumer look books, and an out-of-home campaign that reached three major U.S. markets including, Miami, New York City, and Seattle.

The visual palette included an iconic style of brand photography that showcased the simplicity and elegance of De’Longhi’s product design. We even brought the designers of these products to the forefront of the brand by showcasing the real designers in the marketing campaign. Graphically and typographically we developed a toolkit that showcased De’Longhi’s Italian heritage, this included font styles, color, and a crest of the Italian flag. The innovative features, quality, and expert manufacturing pillars were conveyed through clever headlines mixing simplicity of use and technology that helped solve your needs.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Designers: Jennifer Miller, Kelly Dorsey; Copywriter: Cory McCall; Account Manager: Dan Giroux; Photography: Tom Ammon, Chris Sembrot.