Studio McGee
How do you build a new narrative when you’re already famous?
- Public Relations
The Brief
Studio McGee faced a unique challenge in building a new narrative when they were already an established brand. Having previously allowed partners to handle most PR outreach, they realized they had not owned their own narrative to the press. With an important milestone coming up – their 10th year in business – and a new book, partnership with Masterclass, and collaboration with Kohler launching – they hired Nylon to ensure they were being positioned correctly. Nylon worked to reconcile their high-end design work with both a Target line, and position the company as it should be seen – as an American design brand.
You introduce the brand through a fresh perspective.
We successfully implemented a two-pronged strategy for Studio McGee. Firstly, we ensured that the storytelling aligned with the right targeted media, highlighting Studio McGee’s expansive portfolio and capabilities in the high end of the market beyond Netflix and Target. Secondly, we focused on storytelling around the company’s new product launches; highlighting that over 80% of the product was designed by their in house design team. We also positioned Shea as an expert in trend predictions, and had her explain the design behind each new product collection. This approach led to coverage in prestigious publications, such as Elle Décor, Architectural Digest, House Beautiful and more, establishing Studio McGee as a multi-disciplinary design firm with diverse offerings and achievements.
- 21 month partnership (so far)
- 353 media placements, reaching an audience of over 8.1 billion
- 100% of design projects exclusively featured
