Schindler - Launch Strategy
Schindler X8 is a new elevator model designed to redefine the role of elevators within contemporary living spaces. I contributed to the launch strategy for Schindler X8, focusing on B2B2C positioning, strategic framing, and visual storytelling to support its introduction as a premium, design-led product.
Client
Schindler - Launch Strategy
Year
2025
Type
Experience Strategy
THE CHALLENGE
The challenge was to support the launch of a highly innovative elevator by building a coherent and aspirational narrative capable of speaking to different audiences.
Key challenges included:
shifting perception from a purely functional product to a design and lifestyle element
aligning B2B, B2B2C, and B2C communication under a single brand vision
positioning Schindler X8 within a premium and luxury-oriented context
translating technical innovation into clear, engaging storytelling
DESIGN PROCESS
My contribution focused on defining and shaping the launch strategy narrative for Schindler X8, translating product innovation into a clear, aspirational, and scalable story.
Specifically, I worked on:
framing the strategic point of view, defining how Schindler X8 should be perceived across B2B, B2B2C, and B2C audiences
contributing to the definition of creative territories that could express the product shift from function to experience
structuring visual and narrative storytelling for key launch moments, including teaser, launch, and always-on phases
supporting the translation of strategy into concrete concepts for campaigns, events, and experiential touchpoints
The process was highly collaborative, working closely with strategy, creative, and design teams to ensure consistency between brand vision, storytelling, and execution.
RESULTS
The work resulted in a structured launch strategy supporting the positioning of Schindler X8 as:
a premium, design-driven elevator
a product connected to contemporary lifestyles, not only infrastructure
a platform for long-term brand storytelling across channels
This project represents my experience in strategic design and visual storytelling within a complex, enterprise-level product launch.
