Trust the Process Campaign
& Trade Show Launch
A 360 campaign and sales experience.
Build a refreshed and improved trade show campaign for Houzz Pro at the largest trade show for home professionals in North America.
The Solution
Houzz returned to the 2023 International Builders Show (IBS) and Kitchen & Bath International Show (KBIS) with a fresh campaign promoting our project management software, Houzz Pro. As part of the Trust the Process Campaign, the main goal was to entice home renovation professionals to purchase our project management software, Houzz Pro. However, we also aimed to educate the home renovation community on the benefits of Houzz Pro software, which can greatly enhance their working process and improve efficiency for both them and their clients.
To achieve this, we decided to not only update our visual system to showcase our new and user-friendly features, but also revamp our activations, panels, and communication methods with our valued home professionals. This meant creating a 360 experience that also included more emails, social media, and a new landing page.
The Deliverables
Booth Refresh,
Brand Video,
Informational Events Landing Page,
Marketing Materials,
Swag & Giveaways,
The Team
Andrea Novo, Sr. Brand Designer / Design Lead
Gloria Hiek, Brand Design Manager
Evan Lin, Brand Designer
Nick Klein, Photographer & Animator
Olivia Morell, Head of Copywriting
Autumn Gurevich, Freelance Copywriter
Event Landing Page
The Creative Process
During the initial stages of the Trust the Process campaign, our design and copy team worked closely to brainstorm trade show activations based on the campaign's concepts and messaging. I had the opportunity to explore various design solutions for all campaign touch-points. Throughout the process, I maintained internal weekly reviews to revise and evolve our concepts, ensuring they were refined to their full potential. The final step in the concept brainstorming stage was to propose final design concepts to the stakeholders, seeking approvals and feedback.
It takes a whole lot of trust to grow a business. Trust in the teammates picked, trust in the vision brought to the table, and trust in the software chosen to keep operations running smoothly. Cue Houzz Pro — an all-encompassing business hub built on a foundation of trustworthy tools inspired by our pros’ work ethic, drive, and high-bar for quality.
From lightning-fast templates to a CRM that always reminds them to follow up, Houzz Pro amplifies the pride felt when a payment comes in and the rush of relief when a prospect turns into a project.
How to grow more while doing less?
Trust the process — better known as Houzz Pro
Internal Messaging
Visual Concepts
01 | Process Driven
02 | Humanizing the Process
Defining the Trade Show Process
Streamlining the Proces
The Trust the Process Campaign marked a milestone for Houzz, as it was our first-ever comprehensive marketing campaign with a trade show component. Given the unique nature of this undertaking, our team embraced the challenge of not only creating the necessary assets for the campaign but establishing a thorough process that could guide us in future campaigns. To achieve this, we carefully structured the process into phases, ensuring a systematic and efficient approach to campaign development. These four phases were named, Define & Plan, Concept Brainstorm, Design & Prototype, and finally, Review & Launch.
Define & Plan: Auditing Previous Trade Shows
During the initial stage, the stakeholders and the copy team collaborated to define the messaging for the 2023 Trust the Process Campaign. During this time, I audited the various touchpoints of the IBS & KBIS Shows and created a roadmap and strategy based on learnings and discoveries. This led to building a more well-rounded campaign that included new touch-points such as informational landing pages, more learn articles on our site, and a more robust email campaign.
2022 Touch-point Audit
The Updated 2023 Touch-point Road Map
Review & Launch
During the execution phase of the campaign, I worked diligently to implement the selected design and copy explorations across all the final touchpoints, aiming for consistent and impactful messaging. Throughout the design stage, we actively sought feedback from stakeholders, considering their valuable insights to refine our creative vision. It was at this stage that we revised the designs based on the feedback and obtained final sign-off on all the required assets. It was also during the execution stage that I project managed the creative team’s workloads to ensure that not only did we hit all vendor deadlines, but that all files were ready for production. After the final file send-off, we documented our design decisions for future review and enhancement.
Production mockups
