Brand & Stakeholder Communications
Launching a mass timber housing prototype at an international conference
The goal was to design self-guided tours and ways for attendees to get involved with this climate crisis mitigation product.
Client: PathHouse, LSW ArchitectsRole: Director, Design StrategyAgency: Riff Agency
Challenge
PathHouse has developed partnerships with government, non-profit, and mass timber organizations to provide a systems solution to the loss of housing that results from wildfires. The product, partnerships, and business model needed to be translated into quick, easy-to-understand marketing and communications for the GTM launch.
Insight
Foot traffic through the prototype was anticipated to be heavy, as the keynote address recommended that attendees visit it. With heavy foot traffic, tours or audio would not be a practical solution in the small space.
The conference offered a soft launch, and the product would quickly need additional marketing collateral afterwards to pursue growth opportunities.
Approach
Designed and installed subtitled video displays and print plaques that offered self-guided tours and key information in under 2 minutes.
Designed and displayed printed brochures and a marketing website to offer additional information and ways to get involved.
Captured architectural photography of the product setup before attendees arrived for use as marketing content following the conference.
Based on the success of this marketing launch, PathHouse was invited to showcase at the 2023 Innovative Housing Showcase on the National Mall in Washington, D.C.
Value
