Saugatuck Douglas

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Discovery Guide

We designed an inspirational Discovery Guide for Saugatuck/Douglas to encourage potential visitors to explore the area’s beauty and charm. Through captivating stories, curated itineraries, and stunning photography, this guide offers a glimpse into the diverse experiences available in the area throughout the year, sparking excitement and interest for travelers.

Map Guides

We developed comprehensive guides categorized by interests, such as water activities, arts, food, drinks, and shopping, providing visitors with detailed insights into the various activities and attractions available. These informative and user-friendly guides include maps, business listings, and attraction highlights to enhance engagement for visitors during their stay.

Kiosk Map

A Kiosk Map was created to aid visitors in navigating the area. This map seamlessly complements our other print collateral, contributing to a cohesive brand experience.

Saugatuck Douglas

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Social Media

We create and manage compelling reels, stories, and posts across relevant social platforms, gaining over 20,000 followers and averaging over 3.5% engagement. Our strategic partnerships with influencers and content creators have also further expanded the destination’s reach, nurturing audience growth and increasing engagement.

Digital Advertising

We’ve crafted a robust digital advertising strategy with visually captivating ads that amplify top-of-mind awareness for this alluring destination. Targeted ads cater to specific audiences and interests, consistently exceeding industry standards with 4.25% conversion rates from paid media.

Targeted Campaigns

Crafted for diverse audiences, seasons, and interests, our targeted digital ad campaigns are tailored to capture attention and drive engagement. Deployed and tested across various channels, including Meta, Google, TikTok, and YouTube, we ensure maximum reach and impact for Saugatuck/Douglas.

Out-of-Home and Print Advertising

We strategically deploy out-of-home (OOH) and print advertising across key drive and fly markets to elevate visibility and increase awareness for Saugatuck/Douglas tourism. From eye-catching billboards and digital sign/kiosk advertising to compelling print ads in specific special interest publications, our campaigns are tailored to entice visitors to the area.

Farmhouse Kitchen + Market

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Exterior Signage

Building and road signage concepts were designed by our team and then produced and installed locally. The two signs work together to tell the brand message as you enter the building.

Menu Design

We designed a menu system for both food and drinks that work together and can be easily updated. A custom menu cover was also created for the drink menu for a premium finish.

Branding

The tagline and secondary logo are used thoughtfully on things like staff apparel and print collateral to help enforce the brand.

Website

Website design, copy, photography and development were done and directed by our team. Working with local photographers, we art directed photography that shows off the beautiful space and delicious food.

Cumberland Furniture

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New Messaging

New messaging was created for Cumberland to better convey the differentiating aspects of their material offering and its integration across all their product lines. It also conveys the sense of ease consumers receive when working with the company.

Photography Direction

New product imagery was created to highlight how the entire portfolio could work effortlessly together in any environment. Through the use of color, materials, and product mix in a variety of settings, we developed image assets that conveyed the timelessness of their brand.

Lookbooks

To provide visual inspiration for designers, we developed brand lookbooks that showcase the array of products and honest materials and highlighted the company’s dedication to craftsmanship.

Social

To increase brand awareness and encourage continuous engagement with targeted audiences, we developed a regular cadence of social media content and promotion activities.

Showrooms

We helped Cumberland define and execute the distinct look and feel of their showrooms, designing impactful environmental graphics tailored to their A+D audience that highlight the company’s product lines and extensive material offerings.

Email

We designed and developed powerful email campaigns to elevate awareness of Cumberland’s products, materials, and NeoCon showroom presence.

Sitelet

We developed custom sitelets that recapped Cumberland’s presence during the NeoCon trade show.  Seamlessly blending showroom photography and detailed product information, each year’s sitelet ensured that designers who may have missed the showroom or those seeking additional product insights could re-experience the event.

Cumberland Furniture

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Website

Using thoughtful design elements and messaging focused on the company’s dedication to timeless design, craftsmanship, and honest materials, we crafted a website that clearly highlights Cumberland’s unique brand attributes in a warm and relatable way. Curated imagery was used to inspire designers and showcase the versatility of Cumberland’s product lines in various settings.

Empowered User Experience

A user-centric design approach empowers designers to efficiently specify products using a configuration tool, order materials, and request pricing information, fostering a more self-sufficient and engaging experience.

Photography & Rendering Art Direction

New product imagery was created to highlight how the entire portfolio could work effortlessly together in any environment. Through the use of color, materials, and product mix in a variety of settings, we developed image assets that conveyed the timelessness of their brand. We also art-directed photo-realistic renderings, ensuring that every detail captured the essence of their products and brand aesthetic.

American Repair Maintenance

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Branding

To convey their data-driven approach and help set them apart from typical maintenance companies, we gave ARM a smart, tech-savvy look inspired by tech industry leaders like IBM. The square featured in their unique logo symbolizes the data that powers ARM and ties in perfectly with the logo we also created for their internal app, SRC. The SRC logo, which also features the square, can stand alone or complement the company logo as a subline.

Graphics

Bright colors combined with stylized charts created a tech-driven and smart feeling brand that is informative and graphic.

Website

A new custom website communicates the company’s range of capabilites, unique approach, and benefits. Fresh photography helps give them credibility and feels tailored to their brand.

Herman Miller

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Book

We wanted this piece to look and feel special—a gift for visitors that would remind them of their Design Yard experience. The result is a one-of-a-kind piece that captures the spirit of the Design Yard’s residents through storytelling, editorial-style photography, and playful infographics.

Video

We created a video that captures the essence of the Design Yard experience, expresses the energy of the people, and celebrates the legacy of the space. To achieve this, we highlighted movement—people working and interacting—accented by bright moments of color, texture, and pattern.

Photography

We knew this project would require a fresh approach to photography for Herman Miller. With Mark Mahaney’s mastery in capturing people at work and play, we delivered our vision in a series of photos that convey the vibrancy of the Design Yard experience.

Herman Miller

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Catalogs

Together with the Herman Miller Brand Creative team, we devised a spirited visual direction mixing photography and illustration to communicate the breadth of designs for Herman Miller’s diverse markets.

Case Studies

Working with a writer from Herman Miller’s editorial team and photographer Mark Mahaney, we developed a more journalistic, documentary-style approach to the traditional case study format.

Illustrations

We developed a series of illustrations based on the visual vocabulary that Swedish illustrator Daniel Carlsten created for Living Office. Each of the illustrations includes spirited details tailored to each market.

Split Rock Supply Chain Solutions

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Website

A new custom website communicates the company’s range of capabilites, unique approach, and benefits. Fresh photography helps give them credibility and feels tailored to their brand.

Video and Photography

To help with recruitment, we created a video using authentic videography and photography of Split Rock’s people, trucks, and routes, and voice-over from one of the company’s founders to convey the company’s focus and commitment to their drivers. 

Spring Lake Fitness & Aquatic Center

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Branding

Using track and swim lanes as inspiration, 
the new FAC identity symbolizes these 
various paths converging to represent all the programs their state-of-the-art facility has to offer. The result is an energetic and engaging logo.

Website

We designed and developed a custom website for the FAC that offered a more engaging, user-friendly experience for both current and potential members. This new website also features a custom-built calendar which integrates all fitness class information into one easy-to-find and simple to read place.

Photography

We also captured photography that showcases the FAC as a vibrant community hub with a wide and varied programs offering.

Herman Miller

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Rendering Art Direction

We art directed photorealistic renderings, bringing to life a diverse range of office settings designed to support and inspire the return to the workplace. Through these carefully curated visual assets, we showcased environments with spaces for socialization, collaboration, and focus that support the evolving needs of the modern office.

Web Design

We crafted a dynamic landing page for the Future of Work initiative that serves as a central hub offering a wealth of resources. Providing easy access to settings, inspiration, knowledge, and insights, the landing page intuitively guides businesses and A+D in navigating the evolving landscape of work.

Video + Animation

We planned and directed a series of videos, complemented by intriguing graphics and animations, to promote the Future of Work initiative. These compelling visual narratives provide key insights in an engaging, accessible format.

Email, Social, and Digital Advertising

For email, social, and digital advertising efforts, we crafted targeted campaigns to educate audiences, spotlight key products and settings, and drive traffic to the Future of Work landing page. Eye-catching designs reinforced strategic messaging, allowing us to successfully engage users across platforms.

Field Guide

We designed a comprehensive Field Guide to help organizations with remote and hybrid work options support their employees in achieving healthier work-from-home practices. This guide also provides workers with actionable strategies for establishing a work-from-home experience that enhances their well-being and productivity.

Village of Spring Lake

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Branding

An adventure-oriented logo that captures the essence of Spring Lake was created, representing its distinguishing attributes of water-based recreation, natural beauty, and inviting pathways. This dynamic identity not only reflects the Village’s multifaceted character but also encourages visitors to stay and explore.

Stationery

We designed a sleek stationery system incorporating the refreshed identity, enabling the Village to effectively engage investors and businesses to drive growth and amplify its presence in the market.

Promotional Materials

To enhance brand visibility, ignite community pride, and spark further curiosity, we designed eye-catching promotional materials like t-shirts and bumper stickers that showcase a distinctive lockup of the new logo.

Saugatuck Douglas

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Hosted Video Series

We created a hosted video series featuring captivating episodic short-form content. From beach and dune highlights to the vibrant craft beverage and art scenes of Saugatuck/Douglas, these videos bring the destination to life, enticing viewers to explore and experience its unique charm firsthand.

Style Guide + Planning

An extensive video style guide was developed, outlining the graphic and animation visual requirements and overall tone and pace. From detailed storyboard creation and script development to talent and wardrobe selection and coordination of our expert video crew, every element of these video shoots was carefully orchestrated.

Social Promotion

Through social media campaigns and targeted digital advertising, we’ve effectively promoted this video series and introduced new audiences to the unique offerings of this lakeside destination.

Lifestyle Photography

We’ve art directed and planned multiple photoshoots that capture the spirit of Saugatuck/Douglas’s vibrant lifestyle brand. Through careful coordination of locations, styling, and talent, our photography authentically showcases the distinctive appeal and inviting atmosphere of this beautiful and welcoming destination.

Benona Shores Golf Course

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Branding

The logo design brings a contemporary feel to the brand, representing the dunes, undulating greens, and a golf flag. A fun wallpaper pattern was created for the pro shop to create a cohesive brand experience using the abstract flag icon.

Print Collateral

Scorecards, punch cards, business cards, and gift certificates were designed utilizing the brand colors and typography in a clean and simplistic manner. Golf flags incorporate the “Hidden Gem” phrase to reinforce that longstanding brand message.

Photography

We art directed captivating photography for Benona Shores, showcasing the course’s unique beauty and bringing its stunning landscape to life in every image.

Apparel

Branded apparel was designed for employees and guests to differentiate Benona Shores and create a lasting brand impression.

Website

The website design is marked by simplicity, letting the stunning visuals of the course speak volumes as to why Benona Shores is a hidden gem. Along with providing information about the course and membership opportunities, this custom site also integrates an online booking platform.

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