Product Lookbooks
Creating the lookbook collection for KI was an absolutely massive project, in scope and comprehensiveness. Each book contains an exhaustive list of every product in the respective category, as well as the options offered by each product line. The books vary in length from around thirty pages to nearly one hundred. Additionally, they include renderings, descriptive paragraphs, and both display and detail photography.
Over the duration of the project, each book was individually reviewed several times by project managers, who gave feedback and criticism that had to be considered during development. This included copy and imagery changes and layout adjustment.
Seating Lookbook Interior Spreads
Brand Awareness Billboard
I designed this billboard as a part of a branding campaign that had the goal of shifting public awareness of the KI brand to three things. First, that Krueger International is a longstanding part of the Green Bay community. Second, that they are a furniture manufacturing contractor, not a showroom as some people believe. Third, that KI's furniture is high quality, comfortable, or some other positive statement.
Several interns, including me, individually created our own designs that went through several rounds of edits with the marketing leads. After this phase was completed, a group of KI employees were shown the designs and were asked to choose which ones they liked and didn't like. The result was that many people liked my design, and it ended up being chosen to be used in the campaign, along with two other designs.
NeoCon 2024
NeoCon is an annual convention held in Chicago, Illinois. It serves as a way for commercial design companies to introduce products, features, or processes, and advertise themselves. Krueger International attends this convention, decorating a showroom with a unique theme, and displaying new furniture and other products. When I began my internship at KI in April, preparation for the event was already in full swing, and I was given several projects to work on that directly related to NeoCon.
These posters were made to highlight KI's new product launch for NeoCon. They would be found in the showroom, and would complement the existing brand material while providing new information to potential contractors. The focus of Tributaire, a collection of tables, dividing screens, and storage spaces, was on the sustainability of the materials.
Zeker, on the other hand, is a modular seating system with an infinite number of potential arrangements. I was given the task of creating a poster with graphic elements to show the individual elements of the product, as well as how those elements can be combined.
Infinity is a service offered by KI that works alongside customers to create modified or custom furniture to suit their individual needs. This business card was used at NeoCon as a way for people to get in contact with KI regarding this process, and therefore didn't need specific names of sales representatives or other similar elements. While making this card, I used the established Infinity brand elements to match the existing marketing material, as well as the branded room of the showcase area, where the cards would be displayed.
