Brand Identity & Design System Collateral

Client Project (via Designvox)
2006 to 2009

__
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Following a series of internal shifts, Turnstone found their brand outdated and disconnected from their customer base.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.

  • + Brand Identity and Design Materials

  • + Research
    + Concept Development
    + Sketching & Ideation
    + Brand Development
    + Packaging Design
    + Catalog Cover Design and Layout
    + Design and Ideation
    + Illustration

  • This brand project and design system collateral was completed while employed at Designvox.

CAT Footwear

Client Project
August 2003

__
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.

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. 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. 

  • + Photography Concept Direction

  • + Concept Development
    + Sketching & Ideation
    + Photography Direction

  • This project was a collaborative effort while employed at Designvox.