Case Study: Veranda's Best

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Veranda’s Best: Differentiation.

Classic Accessories desired beautiful, sophisticated content to introduce a new line of covers, Veranda's Best. This product is a re-imagining of their longest-running, bestselling Veranda collection, and is now the flagship product with the most features, premium materials, and the highest price point. We needed to communicate quality and luxury as a differentiator from lower-priced competitors and the original Veranda line still in the marketplace.

Copy

A deliberate move away from CA’s historical emphasis on technical details and jargon toward clear benefits. Language is simple, direct, and meaningful.

Used: Strong, dry, secure
Not used: Guardelle, heavy-duty

Visuals

Communication of value and luxury to support flagship status. Minimized drop-out white, employed more dramatic lighting scheme and very close detail shots.

Location choice reinforces the sense of craftsmanship.

Results

Veranda’s Best leapfrogged 22 existing Classic Accessories patio furniture cover collections in sales its first year, and was among the fastest-growing collections in 2021.

Video

Lifestyle video is moderately paced, showing features in a naturalistic, non-intrusive manner, and features graceful camera movements.

Director, Producer, Cinematographer:
Angela Goodman

Primary Cinematographer, Editor:
Amber Holloway-Cook

Art Director: Dorik Downing

Client: Classic Accessories