Two local furniture import businesses, Artes Studios and Arredorama, were merging during the time of Stephen's studies at the KvB College. For their final portfolio students were tasked with creating a new brand identity to reflect the coming together of the two product range styles, classic and modern. Stephen's solution is reflected in the completed brand logo, using a serif 'A' chiselled from a sans serif character. The embodiment of modern and classic combined into one form. This produced a logo that delivered the brand message in a clear and precise manner. It sits comfortably with the brand names to form the brandmark or stands firm by itself in the subsequent design collateral. Striving to convey the desired feeling or information in its purest form continues to be a hallmark of Stephen’s design style.
Art Direction: Stephen Franklin
Graphic Design: Stephen FranklinIllustration: Stephen Franklin
The new brand aesthetic required the use of simple lines and solid shapes in the stationery to match its clean look.
To reflect the contrasting product ranges, yellow, black, and grey were used as the primary colours.
All finished artwork for the brandmark was created at an enlarged size to hide imperfections in the hand drawn linework and lettering.
The store front needed to suggest the mix of classic and modern. Clean white and yellow tiles with large panels of uninterrupted glass were used to achieve the result.
The flexibility of the Knoll Zapf office furniture system is displayed in this full-size poster rendering.
Additional brand poster concept conveying the colour options available instore.
Clean white with simple branding was used in this handmade product folder concept to give visual prominence to the leaflets inside. An angular layout was used for the product sheets to highlight the uniqueness of the individual furniture pieces. Hand drawn finished artwork of the product folder and leaflet template was required for the final portfolio submission.
Hand comped finished artwork for Staff leaflet.
Finished artwork for internal product sheets.
Folder mock-up.
Folder flat hand comped finished artwork.
The marketing needed to capture the lifestyle investment promised by the brand, as seen in the half page, full page, and double page ads below. All the marketing concepts presented in the portfolio required handmade layouts of the finished artwork.
Single page ad render.
Single page ad finished artwork.
Double page ad render.
Double page ad finished artwork.
Half page black and white ad.
Half page black and white ad finished artwork.
Full page black and white ad.
Full page black and white ad finished artwork.
When considering the storyboards for the TV ad, Stephen decided that an art gallery event was the tone required to match the value of the range on sale.
