If you’ve lived in a newly built or renovated Australian home over the past 20 years, it’s likely you would have brushed your teeth, washed your dishes, or soaked your smalls over a Seima sink, bath or basin – the problem is, you probably didn’t know it.
As one of the country’s largest suppliers of kitchen, bathroom and laundry ware, Seima has been a trusted industry supplier of quality bathroom products since brothers Jim and Michael Segredos launched the business in 2001.
However, the prominence of the Seima brand among consumers had always been of secondary importance — until now.
“In an ever-changing and competitive consumer-driven environment it became clear to Seima that they had to stay front-of-mind among consumers and industry influencers in order to continue to grow at the same rate,” Will Fuller, Fuller’s Managing Director said.
“In July last year, Seima approached Fuller to do something about this – challenging our team of strategists and creatives to raise awareness of the brand among its diverse consumer, influencer and industry audiences, and to streamline its product offering.”
The journey began with a comprehensive marketing strategy that paved the way for a new creative concept, video and photography style, and updated website to speak to Seima’s existing and new audiences.
“We started off by creating a brand story and statement – In flow with you – to capture Seima’s passion for quality, innovation and design,” Will said.
“This became the blueprint for a revised classification of the brands’ products: the Seima Collections.”
The Seima Collections provided a cohesive way of showcasing Seima’s high-quality sinks, basins, baths, toilets, and accessories, and also hailed a new era of consumer-friendly sexiness, style and sophistication for the brand.
The five collections – Essential, Foundation, Elevate, Fusion and Evolve – feature new and existing products, including the ultra stylish and very “now” Aurora range of basins, which were released earlier this year.
“We’re excited to reveal our new collections to the world and enrich the selection process for all of our customers – merchants, builders, architects, designers and consumers alike,” Jim Segredos, Seima’s Managing Director said.
“We’ve worked with Fuller to specifically curate these collections to help our customers walk their clients through the world of Seima, by grouping similar products based on materials, aesthetics or practicality.”
The brand statement, In flow with you, also emerged as the core idea behind a new campaign for Seima, which launched in August 2022.
“Using In flow with you as our inspiration, we created a series of immersive brand and product films, reimagined custom still photography, and a series of written articles that centred around Seima’s obsession with materials and contemporary design,” Will Fuller said.
Fuller designed and built two new websites for Seima – one for industry professionals, and one for consumers – to tell their updated brand story, share their new collections, house their content and share it with the world, through a marketing campaign and ongoing digital strategy.
“The biggest hurdle from a digital perspective was producing a new website that appealed to two audiences who had no real common interests,” Matilda Toepfer, Fuller’s Head of Digital said.
“Builders who are using the site to specify a sink, don’t have the same needs as a busy mum saving a Seima bath to her Pinterest board for an upcoming renovation. So we decided to build two.
“Two front ends, two different designs, two sets of copy and two sets of Google metadata – all connected to one database and one CMS to reduce administration time for the client.”
The launch of Seima’s collections, targeted websites, and new brand campaign has not only provided an engaging platform for Seima to connect with industry and consumers, it has introduced the Seima brand to the world – telling its story to a new generation of discerning consumers and industry professionals who will now think “Seima” when they think of sinks.
Planning a renovation? Get in touch with Seima. Planning a rebrand? Get in touch with us.