Pella has a number of markets across North America, with audiences varying by region, climate, housing type, and socioeconomic background. To make each message feel more relevant, we developed localized creative tailored to these unique contexts, grounded in a clear segmentation strategy. As a core designer, I translated these insights into everything from branch-specific campaigns to corporate-level communications. Over the course of a year, this targeted approach helped bring 10+ new Pella branches on board, growing the partnership and extending our reach.