POLYWOOD Select Lumber Launch

Art Direction & Styling:

To expand their lumber offerings and appeal to the most refined tastes, POLYWOOD has developed it’s most innovative lumber yet. The fine GenuineGrain™ adds natural wood texture and depth, the striations of color mimic real wood furniture, and POLYWOOD’s microcell technology is engineered for superior moisture impermeability. Introducing POLYWOOD Select.

When brainstorming aesthetic inspiration for the studio shoot, I used terms like high-end, luxury, rich, prestige, elevated, deluxe, exclusive, artisanal, premium, signature, and decadent. We had very limited time to schedule the shoot and turn around final imagery for the launch, so we utilized our on-campus studio, available backdrop, and used our team as resources to find objects that aligned with the tones and natural elements that spoke to the new lumber colors.

Select Natural has warm, oak tones with lines of orange, peach, and burgundy pulled throughout the lumber. Select Driftwood is much cooler and reminded us of cloudy lake days, skipping rocks, and coastal muted tones. Finally, Select Kona is a deep, rich dark chocolate brown with notes of espresso and black striations throughout. 

Imagery has been utilized onsite in banners, landing pages, and product description pages; in organic and paid social media; email campaigns; print catalog and direct mail pieces; dealer materials; and a variety of other supporting projects.