THE INTRO
Founded in Poland in 2013, Displate is a global collectibles brand creating premium metal posters that celebrate fandom. With more than 250 officially licensed collections from iconic brands including Star Wars, Marvel, Netflix, PlayStation, and Fortnite, Displate offers something for nearly every fan.
The challenge wasn’t product depth or creative quality - it was awareness. Despite strong performance in Europe and a rapidly expanding catalog, a significant portion of the U.S. market simply didn’t know Displate existed or understand what made the product different.
Displate’s growth challenge wasn’t about chasing clicks or short-term conversion. It was a classic upper-funnel problem: strong product-market fit, limited brand familiarity, and inconsistent understanding of what Displate actually is.
In the U.S. especially, awareness lagged behind ambition. Potential customers often encountered Displate through individual designs or promotions, without a clear understanding of the product’s premium materials, unique mounting system, or its role as a collectible - not just wall art.
The opportunity was to build demand by clarifying the brand, elevating perceived value, and creating a foundation that performance marketing could scale against.
MY ROLE
While consulting with Displate, I was asked to take a fresh look at the company’s top-of-funnel challenges. I partnered closely with the leadership team across brand, performance, and product to align on the core problem and define a clear path forward.
Together, we identified three primary goals: Increase brand awareness in the U.S., educate potential customers on Displate’s core product benefits and differentiation, and drive qualified traffic to Displate.com that performance teams could convert more efficiently
My role spanned strategy, creative direction, and execution - shaping the brand narrative, defining the campaign platform, and guiding creative development across video, digital, and owned channels.
THE SYSTEM
Rather than treating the problem as a single campaign, I approached it as a brand system challenge. Displate needed a clear, repeatable way to explain who they are, why they matter, and why their product is fundamentally different - without relying on discounts or design-led performance tactics.
The result was About Displate: a brand platform designed to introduce new audiences to the product, the craft, and the emotional value of collecting what you love.
The platform clarified key ideas - premium metal, tool-free magnet mounting, official licenses, and self-expression through fandom - and established a visual and narrative foundation that could scale across markets and channels.
This work also fed directly into broader brand refresh efforts, helping align internal teams around a shared language, clearer product hierarchy, and a more consistent way of showing up to new audiences.
THE WORK
The About Displate platform came to life through a suite of brand-led creative designed to educate, inspire, and build trust.
This included a hero video, modular cutdowns, and supporting visuals that demonstrated the product in context - how it looks, how it mounts, and how it transforms personal space into an expression of fandom.
Creative was developed to work across paid media, owned channels, and future brand touchpoints, ensuring the platform wasn’t a one-off moment, but a durable asset the company could continue to build on.
THE RESULTS
About Displate was designed to solve a demand problem - not chase short-term clicks - and the results reflected that intent. During the test window, U.S. states exposed to the campaign saw brand search growth ranging from 9% to 17.4%, while all non-exposed states declined.
Follow-up research showed U.S. brand awareness rising to 11.7% (+1.7 points), with significantly higher lift in test markets including Washington (23.8%), New York (17.0%), and Texas (15.2%). Using their ABCD scale, Google rated the creative “Excellent.”
More importantly, the work established a scalable brand foundation - one that continues to inform Displate’s creative strategy, performance marketing, and product storytelling beyond the initial campaign window.
