Sunbrella® Design + Performance

Sunbrella owned outdoor performance, but interior designers saw the brand as functional and “outside only.” The opportunity wasn’t just to advertise indoors — it was to change perception.

I began by aligning internal stakeholders around a clear brand articulation, giving us a single message to build from. Then we developed a multi-year global campaign that paired high design with high performance, showcased in three aspirational environments:

  • a serene Italian masseria

  • a sculptural home in the Sonoran Desert

  • a historic Mexican hacienda

These locations shifted how designers saw — and felt — the brand. Sunbrella ads were suddenly being torn out of magazines and pinned to studio boards — a behavior typically reserved for luxury textiles.

Impact

  • 800M+ audience reach

  • +10 pts brand awareness (to 71%)

  • +5 pts style perception (to 80%)

  • +13 pts indoor usage perception (to 74%)

  • Three consecutive years of record sales

We repositioned Sunbrella from “outdoor only” to a true design inspiration — and the industry followed.

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Moen® Photo Articulation + Guide