The Problem
In a market overflowing with design competitions — especially in kitchens and baths — how do you launch a new awards program and ensure it gets noticed?
That’s the challenge KCMA (the Kitchen Cabinet Manufacturers Association) faced when it decided to create the KCMA Design Awards, a program focused on showcasing cabinetry produced by its nearly 300 North American member companies.
But launching an award program from scratch involves more than just picking winners. KCMA needed to:
- Define clear criteria and categories
- Ensure fairness and transparency in judging
- Attract sponsorships and industry support
- Promote the program broadly — without overextending internal resources
As a nonprofit trade association, KCMA needed strategic execution, technical coordination, and strong messaging — all in a saturated field of similar design awards.
The Solution
KCMA turned to Accountability Information Management, Inc., its longtime partner for business trend and benchmarking data. But when it came to launching a design-facing initiative, AIM referred their sister company, Interline Creative Group, to lead the strategic effort.
Interline brought more than design marketing experience — it brought a differentiated strategy.
We tackled the logistical essentials first:
- Created kcmadesignawards.com as the program’s digital hub
- Developed entry criteria and judging guidelines
- Recruited and managed a diverse panel of judges
- Designed and implemented a secure digital judging platform
But one challenge remained: how to make this new program stand out in a field crowded with legacy competitions.
That’s when Interline proposed something unique: a Look Book that didn’t just highlight the winners — it showcased every entry.
This wasn’t just a catalog. It was a statement of inclusivity, creativity, and respect for the design community. Most contests receive hundreds of entries and only spotlight the winners. But for a first-year launch, Interline recognized an opportunity: include everyone, and make them all feel like part of something bigger.
The Result
The inaugural 2024 KCMA Design Awards received 24 entries — all of which were featured in a beautifully produced Look Book distributed to judges, winners, and every designer who entered.
It worked.
When the 2025 program launched, entry volume more than doubled, leading to a 100-page Look Book that became the centerpiece of KCMA’s annual meeting. It didn’t just highlight winning designs — it positioned KCMA as an industry leader that celebrates excellence across the board, reinforcing the value of member-made cabinetry in real-world design.
The 2026 program is now in development, with the Look Book becoming a defining tradition — one that turns a design award into a platform for recognition, inspiration, and community-building in the cabinet industry.