SieMatic

Creative Concept

Copy

Transcreation

Concept

Social Media

In 2020, Kemmler Kemmler became the lead agency of German kitchen brand SieMatic and realised that a shift from product to lifestyle brand was necessary to appeal to new, younger luxury audiences and differentiate from emerging lower premium brands.

As Creative Concept, I worked on concepts and copy for international brand campaigns.

Siematic’s First Major Brand Campaign

In a world where digital encounters and online meetings have become the new normal, creatively minded people are in search of meaningful connections and conversations more than ever.

That’s why, in the first major brand campaign for SieMatic, we chose to illustrate the importance of face-to-face interactions with a campaign that documented the many connections, conversations, ideas, and revelations that occur at a really great dinner party.

With the kitchen at the centre of the festivities, the campaign became a love letter to the intimate time shared with friends and the late evenings spent cooking up creative ideas with those who mean the most.

SLX Launch Campaign

The SLX campaign is the first step towards SieMatic’s rebranding and lays the foundations for the evolution from product to lifestyle brand. Addressing a new audience, the creative leaders, it focuses on the design’s indirect lighting, which elevates the kitchen visually.

By putting the SLX’s special features in the centre of our communication and creating a minimal and unique look, we let the SLX appear in a new light. Additionally, we highlight the touchpoints between the kitchen and people and how both connect and communicate with each other. Working with two professional dancers, we stage suspenseful and aesthetical moments of contact between the kitchen and its users.

Brand Book 2020

Parallel to our first campaign for the SLX design, we also updated SieMatic’s brand strategy, tonality and visual identity. All these steps – spanning from a brand positioning and brand essence to visual language and design principles – and the reasoning behind them were set down in a comprehensive brand book.

I was responsible for the document’s text and by working with both the strategy and creative teams, I encapsulated strategy and visual elements into tangible guidelines. As the Creative Concept for SieMatic, I also defined the brand’s tonality.