The Situation:

  • Laminate doesn’t have the best reputation, and Formica is the clear market leader. 
  • Wilsonart was introducing HD Laminate with multiple benefits and design options hoping to redefine the category

Our Target and Insight: 

Builders and architects who are looking for more flexible and varied materials. 

Among them, laminate does not have the best reputation as an option for many of their projects because of its lack of protection. They want something with a wide range of design options that can perform multiple functions.

One Thing: Creative Expression with Protection