Reece maX Relaunch Campaign

Overview

Reece’s maX platform—a B2B eCommerce tool for the trades—was struggling with adoption after multiple failed launches. Internally, confidence was low. Externally, awareness and trust were minimal. Our challenge was to develop and execute a relaunch campaign that would do more than look good—it had to rebuild credibility, inspire internal belief, and drive customer adoption at scale.

The campaign involved two parallel tracks:

An internal campaign to reengage Reece team members—showing that feedback was heard, issues were addressed, and the product is ready to be championed again.
An external rollout to introduce trade customers to the new, time-saving maX experience

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The Problem

Despite being a powerful product, maX was plagued by legacy issues: a clunky interface, broken search, inconsistent product data, and buggy performance. After several “false starts,” internal teams no longer felt comfortable promoting it to customers. Without their advocacy, adoption stalled. At the same time, external users had little understanding of the platform’s benefits or improvements.

The stakes were high. If Reece couldn’t digitize, they risked losing ground to competitors already meeting rising digital expectations across the trades.

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Goal

To create a campaign that would:

Reintroduce maX with renewed energy and visual confidence
Rebuild trust internally and inspire teams to champion the platform
Clearly communicate the value of maX to trade customers (Plumbing, HVAC, B+K)
Drive registrations, usage, and sales through digital channels

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The Solution

We developed a two-pronged campaign: one internal-facing to activate the network, and one external-facing to convert and educate customers.

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My Role

I led the end-to-end creative strategy and execution alongside our core team:

Concept Development: I helped ideate and present a range of campaign territories for both internal and external messaging—anchored in brand, product value, and emotional connection.
Photoshoot Leadership: Once the concept was approved, I built and led a full photoshoot strategy, including:
- Budgeting and cost breakdowns
- Moodboards and visual inspiration
- Location scouting and shot lists
- Crew sourcing and art direction on set
Creative Direction: I collaborated across teams to translate the approved concept into a robust campaign system across:
- In-branch posters and counter cards
- Flyers for sales enablement (Highspot)
- Social content (static and video)
- Internal launch decks and team materials
- Email journey for customer education
- Campaign Video
Visual Consistency: I ensured the campaign reflected Reece’s brand—not a separate maX identity—embedding trust and cohesion across all touchpoints.

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The Impact

The maX relaunch campaign became a pivotal internal and external milestone for Reece USA. Key wins included:

A clear, unifying message: “Put more hours back in your day”
Widespread internal re-engagement and renewed confidence in maX
Improved training and adoption resources for branch teams
A scalable asset library aligned to trade segments
Boosted customer awareness and increased product registrations following the campaign launch

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Design thinking

Process

1. Concept Development & Campaign Pitching

I helped lead early ideation and campaign territories for both internal and external audiences. We presented multiple creative routes, aligning message, tone, and visual identity with Reece’s values and maX’s updated capabilities. The chosen direction centered on clarity, usefulness, and belief in the product.

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2. Photoshoot Planning & Creative Direction

Once the campaign concept was approved, I developed and led a full photoshoot strategy that included:

Budget estimates and cost planning
Creative concept boards and visual inspiration
Location scouting and talent sourcing
Shot lists, timelines, and set direction
Art direction during the shoot to ensure alignment with brand, use cases, and tone

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3. Asset Creation & Production

After the shoot, I helped lead the design and rollout of both internal and external campaign deliverables. These included:

Posters, counter cards, and signage for Reece branches
Sales enablement flyers and tools distributed via Highspot
Customer-facing campaign assets (social, digital, video)
Email nurture sequences and supporting visuals
Internal decks and launch materials to support employee re-engagement

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4. Creative Alignment & QA

Throughout the process, I collaborated with Reece USA’s marketing and product teams to ensure message clarity, visual consistency, and platform accuracy. I reviewed and refined all deliverables to align with Reece’s visual language and brand voice—not creating a separate identity for maX, but embedding it into the trusted Reece ecosystem.

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Finished product

This campaign was more than a marketing initiative—it was a trust-building mission. Crafting something the Reece network could believe in again required deep listening, strategic storytelling, and creative discipline. I’m proud of how we reintroduced maX with clarity, integrity, and momentum—helping shift perceptions and drive digital transformation from the inside out.