Sold exclusively in Lowe's, Shenandoah Cabinetry embarked on an aggressive corporate initiative that saw four new product launch cycles within two years. The goal was to to change the existing perception of Lowe's kitchen designers that Shenandoah was merely a value brand with limited options for customization. The look and feel of this brochure series was a strong departure from previous launch materials and introduced the designers to Shenandoah's expanded Style, Color, Elegance and Classic materials, collections and accessories. The square format, stark cover and vibrant imagery conveyed a sense of sophistication and refinement, while the single word expressed the launch theme. A sales meeting invitation, promotional video and display banners all worked together to support and reinforce the launch themes and elevate the brand.