Turnstone – Brand Identity & Design System Collateral

Client Project

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Turnstone – Brand Identity & Design System Collateral
Following a series of internal shifts, Turnstone found their brand outdated and disconnected from their customer base. A relevant change was needed to resonate with the emerging demands of smaller businesses and startups. Equally important was to show that their products could grow with them and still have the quality and longevity as other furniture brands in the industry. I was a member of the design team responsible for creating a revitalized brand and integrating the new brand across various communication channels, including advertising, product catalogs, brochures, and website improvements.

 

  • Turnstone (Steelcase)
    Furniture Design & Manufacturing

  • + Brand Identity Concepts
    + Concept Development
    + Graphic Design
    + Photo Retouching
    + Print Management and Production
    + Sketching and Ideation
    + Technical Illustration

  • Project collateral was completed while employed at Designvox with a team art directors, project managers, senior and junior designs, and copywriters.

CAT Footwear

Client Project

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CAT Footwear
While employed at Designvox I helped create the photography concept direction for Cat Footwear. Cat Footwear is a renowned brand recognized for its rugged and durable footwear designs, built to withstand tough environments and provide exceptional comfort and protection. With a legacy rooted in craftsmanship and innovation, Cat Footwear continues to be a go-to choice for individuals seeking reliable footwear for work and leisure alike.

The selected photography approach showcased consumers wearing CAT's footwear, focusing specifically on their CAT boots as they engaged in various activities within diverse environments. This concept resonated with our clients, aligned with consumers, and fit the demographics without being overtly masculine or feminine. 

This project faced a distinctive challenge, CAT footwear had been successfully manufacturing high-quality construction boots for 20 years, primarily catering to masculine construction workers. However, new customer demographics emerged, as women and teenagers began to purchase their rugged boots. Armed with this information, I produced some of the photography concept directions.

 

  • CAT Footwear via Designvox
    Footwear Design, Manufacturing & Retail

  • + Concept Development
    + Sketching & Ideation
    + Photography Direction

  • Project collateral was completed while employed at Designvox with a team art directors, project managers, senior and junior designs, and copywriters.