Client
dormakaba
Role
Creative Director, Strategist, UX/UI Designer
Services
Marketing strategy, web, copywriting, creative services
Timeline
Six Months
01 — About the project
Overview
Dormakaba needed to sell a category that didn't exist yet in the minds of US architects and contractors.
A CHF 2.8 billion global leader in access and security solutions, serving customers in 130+ countries was bringing EntriWorX, its integrated door, hardware and access-control planning platform, into the US for the first time. I led the strategy and creative team responsible for making an unfamiliar, technical B2B service land with a skeptical, detail-oriented audience: architects, specifiers, and general contractors.
My Contributions
Art direction
Go-to-market strategy
Digital execution
Email & nurture campaigns
UX/UI Design
Interactive sales tools
RFIs generated by the average commercial project
Average cost to process a single RFI
Of contract value lost to change orders
reduction in rfi's reported
02 — Challenge
EntriWorX Planner had been live in Europe since 2022 but the US market was starting from zero.
There was no built-in awareness, no established buying process, and a genuinely technical product (a Revit plugin, of all things) that had to be made to feel indispensable to architects who'd never heard the name dormakaba.
03 — Approach
Sell the outcome.
Fewer RFIs, fewer change orders.
05 — Outcome
Knowledge and efficiency is power.
We reframed EntriWorX away from "door hardware software" and toward reworking the website around that value story, building a nurture email series for long B2B sales cycles, producing explainer and product video, and designing an interactive planning tool that let specifiers see the platform in action. Print and trade show materials carried the same message to ISC West and AIA audiences in the room.
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