In a category driven by commodities, Unique Stone might seem anything but unique. Why buy home surface materials direct when you can easily access any number of kitchen and bath retailers? To increase direct-to-consumer business in a category dominated by trade referrals, we leveraged a strategic insight—Unique Stone is able to fulfill a personal vision with "unique" natural stone and other surfaces. To deliver on this promise and demonstrate its vast gallery, we served up the perfect Unique Stone complement to the consumer's imagination.