Wright, a Maryland-based manufacturer of innovative equipment for the lawn maintenance industry, hired The Design Channel to develop a new brand positioning strategy for the company. Designed by lawn maintenance professionals, Wright mowers are a major step forward in grass-cutting technology.

The Design Channel developed the positioning strategy, "The Wright Way to Mow", which focuses on how Wright is a better way to mow. Beginning with a series of advertisements in trade publications, this campaign demonstrates how Wright products challenge conventional industry wisdom with their high-performance features and smart engineering. The campaign also included a new web site (www.wrightmfg.com), sales collateral, point-of-purchase and direct marketing.