Andersen Architectural Collection

Andersen has been the leader in windows and doors for decades.

This enviable if somewhat stodgy reputation makes introducing a line of products aimed primarily at high-end, contemporary architects a particular challenge. BBDO developed a new tone for the art direction and writing to support Andersen’s new Architectural Collection brand. 

Feeling is Believing

Andersen builds windows and doors like no one else. That engineering and and construction is something you can truly feel anytime you use one of their products.

We were approached to do trade and consumer print ads and digital banners for the launch of the new Andersen Architectural Collection brand and its flagship product, the MultiGlide door. 

With an incredibly specific audience of contemporary architects on the West Coast, we realized we could make our media dollars work much harder than just print. A deluxe mailer put the feeling of precision engineering—like opening the box of an Apple product—placed directly in the hands of architects and designers.

We designed a product guide based on the look museum exhibition books to highlight the MultiGlide’s technical design features and engineering, while emphasizing the brand’s focus on contemporary design aesthetics. 

An Empty Lookbook

Because they’re built to order, there were only a couple of MultiGlide doors in existence when we were asked to launch the product promotion.

This inspired us to ask our audience to offer up their own inspiration.

The core of the mailer is a sketchbook, complete with technical details of some of the key technical solutions the MultiGlide door provides to the problems on architects minds as they design big door projects.

We interviewed architects to discover how something like this would actually help in their workflow, then designed materials to match.

Print Advertising

We went beyond the brief with the direct mail piece, but of course we developed the ads to fulfill the actual ask. 

Using images of Andersen’s most striking modern windows and doors paired with evocative copy, we let architects and home designers know Andersen speaks their language.

Personally, I was excited to have my work in an issue of Metropolis magazine—even if I did need a media buy to get it in.