As Big Ass Fans prepared to relaunch Haiku—an essential piece of its residential lineup—the goal was clear: reaffirm its status as the original icon in a crowded category. Through a focused creative refresh across social, email, and web, the campaign reasserted Haiku’s distinct point of view with clarity and style. Refined messaging, clean design, and elevated visuals set the tone for a new chapter while honoring the product’s legacy—positioning it not just as a fan, but the fan.