Sustainable Research Group – Brand Identity

Client Project

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Sustainable Research Group – Brand Identity
Following a decade of expansion, SRG’s logo no longer aligned with the organization’s aspirations. Collaborating closely with the leadership I gathered key insights informing what the brand could be. Based on these insights, a fresh trajectory emerged—one aimed at broadening expertise, enlarging the customer base, and refining market focus. The bold new approach reflects an innovative impression of sustainability and boasts confidence, strength, and leadership. The rebrand extended to stationery brand standard guidelines.

 

  • Sustainable Research Group
    Sustainability and Environmental Consulting

  • + Brand Advisor
    + Concept Development
    + Creative Assets
    + Design Direction
    + Qualitative Research
    + Visual Identity

  • MKN Design Team:
    + Michael Nÿkamp, Design Director

    SRG Stakeholders:
    + William Stough, CEO

HON, Brand Collateral Design System

↑ Storyboard Sequence
Voi Promotional Video, Magnetic Poetry

↑ Product Wordplay
Playing with two HON products names, Boda and Jetty. Work smarter with Yoda, conquer tasks with Yetti.

FYI, these didn’t make the cut.

Client Project

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HON, Brand Collateral Design System
During my time at Peopledesign, I contributed as a designer to the development of creative materials for HON. My role encompassed a wide range of responsibilities, from conceptualizing social media campaigns and creating storyboards to planning and art directing photoshoots, as well as overseeing the print production of HON’s extensive product catalog. Every project was a collaborative effort, carefully crafted to align with the unique needs of HON and support their sales team effectively.

 

  • Peopledesign
    Brand Agency

  • + Art Direction
    + Brochure Planning
    + Concept Development
    + Graphic Design
    + Illustration
    + Photoshoot Art Direction
    + Print Management and Production
    + Qualitative Research
    + Sketching and Ideation

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

Atmosphere – Air Purifier Model

Client Project

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Atmosphere – Air Purifier Model
Collaborated with Alticore on developing marketing collateral for their Atmosphere Air Purifier. Partnered with the Atmosphere marketing team to create a realistic 3D model that supported: Illustrative imagery for product collateral and Animated visualization showcasing the air purification process. The 3D model was crafted in 3D Studio Max and rendered using V-Ray, while the animation was produced in Adobe After Effects.

 

  • Atmosphere (Alticore)
    Home Consumer Products

  • + 3D Modeling
    + Design Direction
    + Graphic Design
    + Techical Illustration

  • MKN Design Team:
    + Michael Nÿkamp, Design Director
    + Joel Scott, 3D Designer

    Atmostphere Stakeholder:
    + Alticore

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.