In 2015 Mohawk Industries commissioned us to create a micro site that would launch their showroom and latest product offerings at the annual NeoCon conference in Chicago. Working with the product design team we focused on the theme of Floors That Move You to create a site with a navigation that would…move you…
The design challenge facing us? How do we showcase up to 7 disparate product lines under one common theme. We knew that at least two of the themes would fit within our concept but the rest were still in development when we began work on the site. Our answer? Incorporating a series of case study videos to help tell the story.
The videos became the consistent element in our story. The narrative of each product line followed a consistent arc in execution and flow. Incorporating secondary footage of the product production process we wanted to bring the audience behind the scenes at Mohawk Industries, to show them the innovation and the product at the same time.
The site included a full outline of each product from inspiration to execution in a simple format with broad appeal. We incorporated social media in to the site along with media content for download and shared distribution and were able to adjust content changes on the fly as required during the course of the conference.
Our site metrics for content views and time on site set new standards for Mohawk Industries. Most videos, specifically our two longest videos in the range of 5 minutes and 8 minutes in length, were almost always viewed in their entirety. Overall Mohawk Industries felt the approach and execution were a resounding success and have asked us to do it again in 2016.
2016 saw the completion of another NeoCon microsite and a growing content development relationship where Banko Media continues to be engaged in art directing and consulting on a series of sector profile case studies and other projects. Theme based story telling is the key as we explore the role and effects of carpet in classrooms, in our workplace, and in our everyday lives.