The Residence Collection: Make It a Full House
Dealing out a creative campaign for Fenestrations biggest exhibition.
Award Winning Campaign
Fit Show 2025
Most Creative Campaign
Fit Show 2025
Most Creative Campaign
Fit Show 2025
Most Creative Campaign
Fit Show 2025
Most Creative Campaign
The Brief–
The Residence Collection was preparing to launch its new entrance door to the trade at The FIT Show.
Harrison Carloss was tasked with developing a concept that would bring the launch to life, giving the trade audience a bold, memorable reason to pay attention to the new door range.
The concept needed to work for the launch and beyond, ensuring the door launch was a success at the show itself while also giving the client a flexible platform to carry through future marketing activity.
Our Approach—
We developed a series of creative concepts for the launch, with the client selecting “Make It a Full House” to take forward. The idea plays on the poker hand of the same name, a strong fit for a new door launch with a clear commercial story to tell the trade.
The concept was rooted in the idea that with the new door launch, customers could now have a full house in Residence, with matching windows and doors from the same collection rather than mixing brands. This gave the trade a genuine new sales opportunity, as installers could now go back to customers who had previously had Residence windows installed and sell them a matching new door, completing their full house rather than treating windows and doors as separate purchases.
Playing cards became the creative device throughout, with each card in the deck representing a different door or window style from the collection. Placed centrally on the Ace, the door became the primary focus of every application, while the surrounding cards showcased the breadth of the range. The card motif also gave the concept a playful secondary reference to a game of snap, reflecting how doors and windows across the collection now match.
The Concept—
“Make It a Full House” was designed to flex across every touchpoint.
The card fan device worked as a clean, bold graphic for print and static applications, and had the built-in flexibility to animate for digital use, with cards fanning out to reveal the range. The concept title doubled as a strapline, pairing naturally with “The Residence Door Collection” across all materials.
The finished concept was applied across a brochure, a presentation pack and premium packaging for the trade audience, each carrying the same card fan graphic and a dark, premium palette to give the launch a confident feel in a crowded trade show environment.
Bringing It To Life—
Once the concept was signed off, we rolled it through the full suite of launch materials, including a trade brochure, presentation collateral and premium packaging design.
Ahead of the show, we produced a premium launch box sent directly to trade contacts to build intrigue before the door was revealed. The box carried the “Make It A Full House” branding on a dark, sparkling casino-inspired finish, opening to reveal a launch pack introducing the new door and its key product features, alongside a QR code directing trade contacts to find out more, building anticipation ahead of the show.
The client then took the concept further, carrying it into the stand design and on-stand experience at The FIT Show itself, giving visitors a consistent and immersive brand experience from first glance through to the stand.
The Results
- A successful and memorable show presence for The Residence Collection at The FIT Show
- The client won Most Creative Campaign Award at the 2025 FIT Show Awards
- The new entrance door successfully launched to the trade alongside the new door designer configurator, offering over 4,000,000 unique combinations for end-users
- Collaborating again at The Fit Show 2027
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