Designers
Designers
Designers
“Bellini x Timeless” for Heller
A Marketing Campaign for the Bellini Chair. Designed by Mario Bellini for the Heller brand in 1998.
Designers
Natalie Firstman
Key Words
Colette Dollon
Mariana Angarita
SUMMARY
We uncovered a gap in consumers' minds between the Heller brand name and the products it offers. By addressing this gap, Heller could significantly enhance its brand recognition. Within the furniture industry, brands often become synonymous with their star products. Recognizing this pattern, we saw an opportunity for Heller to elevate its brand presence by spotlighting The Bellini Chair. This chair already lives in consumers' minds due to its extensive history and its designer, Mario Bellini. However, many are unaware that Heller offers it. Our solution was to create a targeted marketing campaign centered exclusively on The Bellini Chair. By doing so, we aimed to bridge the gap and establish more robust brand recognition for Heller.
challenge
In our analysis, we have identified several key challenges for Heller. While Heller places significant emphasis on new product launches, their existing furniture often lacks attention. We saw an opportunity for Heller to double down on an existing product with a history within the brand: The Bellini Chair. Secondly, most furniture companies do not use their logo on their furniture, representing a missed opportunity for brand visibility and recognition. As a result, people do not associate Heller products with the brand name. We surveyed over one hundred participants, and we discovered that most people were familiar with the Bellini Chair but didn’t associate it with the Heller brand.
Outcome
The project will be a 2-3 month long marketing campaign focusing exclusively on the Bellini Chair. For the campaign, we created the New York City Bellini Chair Photoshoot (200+ Photos), Instagram Stories, Ig Reels/TikTok Videos, Heller X Bellini Memory Game, Bellini X Timeless Posters, The Bellini Chair Notebooks, and The Bellini Chair Tote Bags. We then strategized the content within a calendar that demonstrates when each piece of content/goods will be posted or launched and where. Focusing on one product at a time and honing in on it will create more recognition for potential customers, linking Heller with their products.
MEET THE Designers:
Natalie Firstman
Colette Dollon
Mariana Angarita