For nearly a decade, Ortolan and Laminex have shaped a design-centric brand story. This campaign repositions laminate benchtops as a contemporary, premium surface through three beautifully crafted kitchen concepts.
Scope
- Campaign Art Direction
- Campaign Identity
- Campaign Messaging
- Campaign Strategy
- Copywriting
Credits
- Photography by Lillie Thompson
- Styling by Natalie James
- Kitchens by Sisällä
Recent industry shifts surrounding engineered stone presented a pivotal moment for Laminex, compelling them to reimagine how laminate benchtops could be perceived by design-conscious consumers. Against the backdrop of changing regulations, we saw an opportunity to further shape perceptions and challenge assumptions about laminate benchtops.
The resulting campaign, “In a New Light”, was strategically designed to disrupt traditional narratives around benchtop materials. Rather than positioning laminate as a budget-friendly compromise, our creative approach elevated the material as a deliberate, design-led choice for contemporary interiors through three beautifully designed kitchens featuring new products and application techniques.
By reframing laminate’s narrative, we invited audiences to look beyond conventional limitations and see these surfaces as sophisticated, versatile design solutions. The campaign not only highlighted the Laminex product range but also challenged preconceived notions, positioning laminate as a premium material that offers both aesthetic excellence and practical functionality.
