Web Design
Café Small Appliance Launch:
Earning a place in
the daily ritual
Home coffee appliances are among the most emotionally driven purchases a consumer makes. Entering a category dominated by decades of European heritage brands meant we couldn't just launch products — we had to build a world around them.
01
Brand Differentiation
Competing against incumbents with 20+ years of brand equity required a distinct identity, not just a better spec sheet.
02
Consumer Education
A category that can feel intimidating needed content that reduced friction at every stage — from discovery through post-purchase mastery.
03
Lifestyle Expansion
Moving beyond morning coffee to position the line as a culinary tool — relevant to entertaining, baking, and the full arc of the day.
Content across the full journey
Buying Guide · Editorial
Coffee or Espresso? Find the Best Machine for Your Preferred Brew
Consumer-facing editorial that led with preference and lifestyle before product — covering French press, drip, pour-over, single-serve, and espresso. The guide positioned Café as a trusted category authority, not just a product vendor.
Featured SCA certification as a meaningful quality differentiator, and presented all three colorways as a deliberate design-forward decision.
Use & Care · Customer Experience
Use and Care Tips for Your Café Espresso Machine
Post-purchase content system designed to reduce friction and elevate mastery. Covered cup pre-heating, milk frothing science (fat content, microfoam technique, steam wand angle at 45°), tamping guidance, and SmartHQ app personalization.
Tone was empowering throughout — helping users feel like skilled baristas, not appliance operators.
Lifestyle · Creator Partnership · Holiday
Art of Coffee with Marley Soden & Holiday Espresso Editorial
Commissioned food lettering artist Marley Soden to create a morning coffee tableau — the Café wordmark rendered in ground coffee with the accent mark in copper glitter gradient. The partnership generated authentic brand advocacy and behind-the-scenes social content.
Paired with a holiday editorial repositioning espresso as a culinary ingredient, featuring Crème Brûlée, Tiramisu, Espresso Martini, and Molasses Cookies to drive gifting consideration.
GE Profile No Preheat Air Fry Launch:
Launching a feature that didn't
exist in the category yet
No-preheat, in-oven air fry was a first — a downloadable software feature pushed directly to GE Profile ranges and ovens via the SmartHQ app. The challenge wasn't just explaining a new mode; it was convincing owners that their existing appliance had quietly become something better, and giving them the confidence to use it.
01
Consumer Awareness
Most owners didn't know a downloadable feature was available. Content had to reach them where they were and make the update feel urgent, easy, and worth doing.
02
Feature Education
In-oven air fry behaves differently than a countertop unit. Owners needed clear, practical guidance — on bakeware, technique, timing, and temperature — to get great results from the first use.
03
Inspiration & Discovery
Beyond the how-to, consumers needed a reason to be excited. A recipe gallery spanning appetizers, breakfast, and mains showed the full range of what the mode could do — and made air frying feel genuinely new.
Changing the way you cook with a single download
Feature Launch · Landing Page
Air Fry Feature Update: No Preheat, Downloaded to Your Oven
The centerpiece of the launch — a dedicated landing page explaining GE Profile's first downloadable oven feature. The page answered the key consumer question ("Can I air fry?") by listing every eligible range and wall oven model, walking owners through the SmartHQ app download process step by step, and positioning the update as the beginning of an ongoing relationship between owner and appliance.
Content was written to reduce friction at every stage: from checking eligibility, to connecting to WiFi, to completing the download and cooking the first batch.
Recipe Gallery · Editorial
Air Fry Recipes: From Coconut Shrimp to Cinnamon Rolls
A recipe gallery designed to show the full range of what no-preheat air fry could do — not just the expected (onion rings, chicken sandwiches) but the surprising (breakfast pastries, cinnamon rolls). Each recipe was written and styled to make the mode feel approachable and exciting, demonstrating that the oven could now do what a countertop appliance could, without the clutter.
Recipes span appetizers like Coconut Shrimp and Crispy Brussels Sprouts, breakfast favorites including Cinnamon Rolls and Breakfast Pastries, and main meals like Crispy Chicken Sandwiches.
Tips & Guidance · Customer Experience
Top Tips for Air Fry Mode: Setting Owners Up for Success
Post-purchase guidance written to make the first air fry experience a confident one. The page covered the key differences between in-oven and countertop air frying, no-preheat technique, recommended bakeware (dark pans, parchment paper), food preparation tips (single-layer placement, oil application, panko for crisping), and timing guidance for multiple batches.
Anchored by a complete featured recipe — Air Fried Crispy Brussels Sprouts with Lemon Pepper Aioli — the page turned practical guidance into an invitation to cook.