Amana is an OPP appliance brand that hadn’t had marketing support for many, many years. So when we were tasked with creating a campaign for the new top load washer, we pretty much had to build the brand language from the ground up.

Because this is an affordable, no-nonsense product, we heavily leaned into that. Keeping our visuals very simple and letting the copy do the heavy lifting. The tone reflects our appliances: it’s hardy, honest and unapologetic in its own simplicity. It can be conversational and witty but at its core the Amana voice takes pride in celebrating frugality and simplicity above all else.