"ELEVATING STYLE" - 2009 CAMPAIGN

We were asked to establish the Ellington Fans as a style leader among designers and custom builders. Sq1 differentiated Ellington within their category by infusing a human and emotional element into every campaign. This gave both designers and homeowners something to relate to, thus making them more likely to become brand advocates. Our award-winning ads and catalogs appeared in publications such as Metropolis, Boutique Design and Residential Lighting and in hundreds of high-end lighting showrooms throughout the country.

Our work brought brand awareness to both trade and consumer audiences in a variety of publications. Feedback from the field is always positive.

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We know designers, and what they respond to. This campaign was designed to shock and awe our target in order to get them to view Ellington in a new light and seek out more information.

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We wanted to establish a human, emotional element in the brand, which we found lacking in the category. This campaign gave Ellington an aspirational yet relatable feel that allowed our target to form a connection.

"GET CARRIED AWAY" 2011 CAMPAIGN

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Now more than ever, homeowners are taking solace in their home sanctuary and looking to it as an escape from the hectic world around them. This creative illustrates that Ellington fans can accentuate the comfort level and escapability of their home.