Reimagining what a kitchen, bathroom and laundry brand could be.

The Brief

How do you make Seima the go-to kitchen, laundry and bathroom ware brand for the building industry and everyday consumers?

Every Seima product is defined by a constant drive for innovation, passion for design and a deep knowledge of materials.

Although Seima had been supplying kitchen, bathroom and laundry ware to the building industry since 2003, its awareness was low amongst consumers.

Seima approached Fuller to develop a marketing strategy to extend its brand awareness outside the realm of the building industry to everyday consumers—a segment it needed to engage with as part of its growth strategy.

Seima has always strived to be in sync with what the industry and its consumers want. It has driven them to innovate—the products they create and the means by which they supply and deliver them.

Whether you’re a builder putting together a sprawling township or a homeowner scrolling through social media for some bathroom makeover inspiration, Seima is in flow with you.

We brought the ‘in flow with you’ narrative to life through immersive films and photography that captured Seima’s obsession with materials, innovation and contemporary design.

The Seima Collections

As part of our challenge to make the brand more accessible, we streamlined Seima’s product offering into five unique collections—Essential, Foundation, Elevate, Fusion and Evolve—each based on design, form or materials. The Collections helped customers navigate Seima’s product offering, move up or down the tier and find exactly what they were looking for—from long-lasting functional pieces to those designed to make a statement.

‘In flow with you’ became a platform for Seima to express itself and engage with both the industry and consumers alike.

Thumb-stopping kitchen, bathroom and laundry ware

A comprehensive campaign, featuring brand and product films, long form articles, eDMs and digital ads connected the brand with industry professionals as well as Facebook and Instagram scrollers and Pinterest curators looking for kitchen, bathroom and laundry ware inspiration.

The last piece of the puzzle was Seima’s website. We split the existing website into two—one for professionals and one for consumers—giving both audiences a dedicated user experience of the brand.

Campaign results for the first two months


  • 1,717,000


  • 340,040

    Video Views

  • 21,194

    Website Visitors