The world of faucet manufacturing is often homogenized from one brand to another, one style to another. It is challenging to be noticed and provide consumers with a compelling reason to learn more about your company. How does one stand out and shine in a somewhat commoditized industry? The answer lies somewhere between going back to your core values, strengths and capabilities… and retooling your image.This where DRS and Associates takes on Watermark Designs.
For more than three decades, Watermark Designs has been a leading manufacturer of decorative faucets and bathroom hardware for the luxury commercial and residential markets. A DRS and Associates client for several years, in early 2010, Avi Abel, president of Watermark Designs and DRS and Associates’ David Schlocker discussed the need to re-brand Watermark Designs to be better aligned with Avi’s vision and “Brooklynite” identity. This would be accomplished through advertising, social media communication and public relations efforts. Despite their history as a family-owned, made in the USA company, Watermark’s story and background was not being conveyed effectively in their messaging. DRS’ mission was to reinvent Watermark’s image to reflect its heritage as a third generation company with a passion for the products they design, develop and manufacture in the heart of Brooklyn.Treatment and Solution
Located in an artisanal hub for design and craftsmanship, Watermark takes daily inspiration from its Brooklyn surroundings. Architecture, history and art are just some of the cultural cornerstones of this vibrant community reflected in Watermark’s product designs. Rather than present these products photographed in traditional interior environments, doing little to reflect their origins, the team at DRS and Associates instead focused on the homegrown inspiration behind these designs. The first step was to develop a product collection that would be used to represent the new Watermark messaging. The collection name was simple; Brooklyn. David’s vision of what the faucet collection should look like in terms of design and finish was quickly fulfilled by Avi when he realized he had just the handle and spout combination from a previous project collaboration that hadn’t yet come to fruition. Through a curated series of ads pairing Brooklyn imagery with select products, DRS created and crafted a campaign to more accurately represent the brand and its story. The Watermark Brooklyn Collection became more than an iconic representation of Watermark, it became and still is a top selling collection.