Once regarded as a super-premium appliance pioneer, JennAir found itself vulnerable and out of touch after decades of resting on its laurels. The brand had become synonymous with “entry-level luxury”. As the competition continued to win with their same stainless-steel suites and monotonous idea of luxury, JennAir needed to reboot. “Bound by Nothing” was designed to tear down this old idea of luxury. To bring progress to a stagnant category. This platform attracted renewed attention, desire, and demand from up-and-coming affluents and design professionals, for the first time in years.
Awards: Gold Effie 2019 Home Furnishings and Appliances, 2019 Drum Design Award, 2018 Architecture Digest Best in Show
Creative Direction: Atit Shah, Andrew Carlson, Tyler Forster, Jim Alleman | Art Direction & Design: Eric Leighton, Megan Bednarczyk, Ashley Postiff, Alex Haglund | Copywriting: Samantha Bordignon