Rheem Sales Enablement
A mobile experiential learning platform for the HVAC distributor network.
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problem
Rheem was launching its "Engineered for Life" campaign, a critical brand evolution that required buy-in from three distinct audiences: technical contractors, internal sales, and end consumers. The challenge was fragmentation. Traditional training methods were disjointed, and a standard marketing tour risked being a disconnected "stunt" rather than a strategic business driver. Rheem needed to bridge the gap between high-level digital brand messaging and on-the-ground technical training. They required a unified, high-fidelity ecosystem that could deliver a consistent message across every touchpoint.
solution
To solve this, we architected a connected Mobile Sales Experience—bridging brand awareness with technical education. I directed the end-to-end design strategy, ensuring the digital and physical components worked in unison. We launched a dedicated Roadshow Website to drive foot traffic, leading users to the physical asset: a custom trailer wrap to signal innovation & drive brand awareness as the truck traveled the country. Inside, I directed the UX strategy for the enteractive content library, leveraging an 8-panel touchscreen and VR headsets to deliver immersive product demos, creating a seamless journey from web registration to hands-on learning.
Rheem was preparing to launch its "Engineered for Life" campaign, creating a pivotal moment to introduce advanced high-efficiency technology to a market that was historically slow to adopt change. The challenge was multifaceted: we needed to educate deep-technical Contractors, empower Sales teams, and inspire Consumers—all with the same asset. We conceptualized the Rheem Roadshow not merely as a marketing vehicle, but as a fully integrated mobile sales enablement platform. My role was to direct the end-to-end experience strategy, ensuring that every touchpoint—from the digital invite to the physical door handle—communicated innovation.
The centerpiece of this ecosystem was the interactive content library. We replaced static product displays with an 8-panel interactive video wall—the world’s largest mobile touchscreen. I directed the UX strategy and interface design, creating a "Virtual Product Lab" where users could toggle between high-level brand storytelling and deep-dive technical schematics. This adaptive Information Architecture was critical; it allowed a sales rep to show a homeowner the energy savings graph, then instantly pivot to show a master plumber the wiring diagram for a tankless heater. We even integrated VR headsets to provide immersive installation simulations, further deepening the technical engagement.
However, the digital wall was just one node in a larger connected system. To ensure a cohesive user journey, I directed the design strategy across the entire supporting ecosystem. We built a dedicated Roadshow Website that served as the primary traffic driver, allowing users to track the tour schedule and locate the truck in their region. This digital entry point captured user interest before the physical unit ever arrived. I also led the creative execution of the Trailer Wrap, transforming the custom semi-trailer into a rolling billboard signaling transparency and high-tech engineering to consumers on the highway.
Inside the unit, we supported the digital experience with a suite of print and digital sales collateral that reinforced the training curriculum. This ensured that when the "class" ended, the learning continued. By integrating the physical environment, the digital learning lab, and the supporting marketing assets into one unified design language, we created a seamless brand experience. The roadshow toured for 48 weeks, proving that when you align the message across every channel—from the web to the wrap—you don't just generate awareness; you drive technical adoption
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