Precision Cabinets & Design Source | Content Design

Graphic Design | Motion Graphics | Content Design & Marketing

Precision Cabinets & Design Source is a B2B business that provides design consultation, interior layout planning, and product logistics for luxury custom and production home renovation projects for builders and contractors.

From 2021 to 2025, I’ve led managed the direction in content marketing on multiple mediums, creating motion graphic videos, vehicle signage, internal collateral, email campaigns, and social media posts, generating $5.5 million in sales.

Marketing Goals:

Brand awareness: Promote our showroom brand awareness, additional product lines, consultation services.
Lead generation: Generate new leads and drive revenue into our business.
Customer loyalty: Maintain and build valuable, emotional connections with our contractors and builders to encourage referrals and credibility.

TIMELNE

Jan 2023 - March 2024

ROLE

Graphic Designer, Content Creator

TOOLS

InDesign | Photoshop

DIRECT MAIL MARKETING

Thumbnail Sketch for Redesign (2021)

Redesigning our Product Brochures

By 2021, Precision had no current marketing collateral to use. Our product brochures were outdated, cluttered with assets, and had little design intention. To match our current luxury branding, I created six product brochures with modernity, quality, and minimalism in mind.

Final Deliverables & Goals

The new brochures emphasize visuals to enhance the reader’s experience in seeking inspiration. To meet the company’s standards, I made a list of goals to guide my process:

Eliminating copy jargon to focus on imagery
Simplifying the layout to lessen distractions
Bringing consistency to the products and overall visual hierarchy

2017 Feelwood Brochure (Before)

Product Guides | Matte & High Gloss (Exterior)

Product Guides | Matte & High Gloss (Interior)

Business Letters, Prospecting Folders, and Thank You Cards

I worked with my Lead Account Manager make our collateral packages more personable and professional by crafting a business cover letter to summarize the our company’s services, and created a stationery set, including a prospecting folder and thank you card.

Precision Cabinets Prospecting Folder (expanded)

Precision Design Source Prospecting Folder

Precision Design Source Prospecting Folder (expanded)

EMBRACING THE DIGITAL SPACE

Social Media Marketing

In 2022, we shifted our focus onto social media, aiming to amplify our following and engagement numbers across Instagram, Facebook, and LinkedIn. By 2024, we saw a substantial increase of 300-600 followers varying on all platforms through consistent postings and interactions with our peers and audience.

In 2024, Precision began projecting its efforts onto LinkedIn because of its trending use in the industry. Precision’s LinkedIn had shown exponential growth in activity, organic engagement, and overall exposure by 4,467% by the following year.

Email Marketing

In 2023, I worked with my supervisor to launch newsletter campaigns and e-blasts to over 1,000 contractors within our lead database. I designed the layout and curated the content based on topics, including product launches, existing product lines, and services.

The campaign was short-lived due to our department prioritizing other marketing efforts, however, we did learn valuable insights on the type of content that our clients preferred, such as finished project samples.

Portfolio Sample

Whether its through an in-person consultation or a virtual presentation, our salespeople rely on our projects to carry the volume of our credibility to our builders and contractors. We ran into an issue where our outreach wasn’t hitting our goals.

With the help of my team’s insight, I curated our best projects and compiled them into a digital teaser portfolio to send as a supplementary resource. The portfolio became a gateway to conversations, giving our lead gen. team more opportunities to gain new leads.

View Digital Book

Motion Graphics & Videography

Videography was out of my comfort zone, and I I took the chance to learn on my own through self-research and tutorials. With some supplementary resources, I was able to write the scripts, draw the storyboards, adjust the audio recordings, and create three promotional product videos since 2023 to elevate our branding awareness.

Precision Design Source Introductory 2023

Luxury Paint Collection Launch 2024

Appliance and Cabinet Integration 2023

TAKEAWAY

Running an entire marketing department had its restrictions and perks. I had opportunities to learn new skills and almost every initiative had one problem-solving situation after another.

From redesigning our collateral to initiating new projects, we were successful with driving up our sales Comparatively in 2018-2020, the company generated $8.1 mil with their marketing efforts, and with our new projects since 2021, Precision increased its sales up to $25.4 mil by January 2025.

Things I could have changed:

If I were to be more involved in a marketing team, I would love to voice out my disagreements and push for more collateral tools to provide the right support for our teams.
With more time per project, I would allocate more sessions to picking up new skills to make my design iterations more elaborate, especially with motion graphics in videography. I would’ve also loved having more chances to use AB testing and surveying to understand the audience’s content preferences.
I’m all about the “less is more” rule. While I removed most of the jargon from our outdated collateral and website, I would have liked to use more guidelines with informational hierarchy.