In 2024, LG launched a fridge with an inspired design feature to create a built-in, flush look to french door refrigerators. The Zero Clearance Hinge system allows the fridge to be installed virtually flush to a wall and still open seamlessly along with a clean no-gaps look.
As content strategist for the new product page, I aimed to tell the design and convenience story of this innovative feature that will first and foremost, eliminate a huge pain point to french door customers and, in larger terms, quietly revolutionize the category. This involved translating the product team’s brief into a cohesive, educational page flow while also ensuring that the creatives on the project understood the nuance and importance of each feature as they created the page. Emphasizing in my strategy that “built-in look” was the benefit to drive customer interest, the creatives were able to come up with the strong page header: Built-in Look; All-Out Cool.
Project Impact