izzy was a local furniture company based out of Spring Lake, MI, that specialized in creating unique and fun office furniture. Their brand focused on the people that used their products and sought to be different, young, and a little edgier than other office furniture companies. We worked with izzy to update their brand standards, including logo updates, fonts, colors, and patterns. We also worked with the team to come up with the campaign Find Your Izzy Place.
Alpen Rose is a restaurant downtown Holland inspired by Austria and Germany. As they were celebrating their 25 year anniversary they wanted to update their look while still honoring their history.
For their logo I honored the old identity (which was hand drawn by their owner) by taking the floral elements and including them into the new A mark. I was inspired by traditional and modern typography from the area and colors and patterns found in Bavaria.
I worked with Brad Bruce Photography and Alpen Rose's Chef to style the food photography based on their new menu and focusing on quality local ingredients and the craft of each plate. We were able to use these photos in much of their advertising.
The Homestead approached Grey Matter Group to help refresh their brand and pivot messaging for a new generation of vacationers. Our ideation process resulted in a new brand rally cry: “My kind of outdoorsy,” touting the perfect blend of natural beauty and upscale amenities. A bold new look paired with the inspiring new theme rolled out through all of The Homestead’s brand touch points including outdoor, collateral, web, and social media.
After DASH completed their new bright and fun branding update they needed all new assets including photography and videography. I worked with the team to pick locations, models, and styles to pull fun bright colors into the photography and show off the new look. All the photography was done by Studio DVDP.
Spring Sweet and Frances Jaye, two boutiques downtown Holland wanted to collaborate on a summer style event for their customers. Andrea Beckman and I worked with them to come up with a name, and theme for the event and then to execute the design.
We art directed and styled a photoshoot and created assets for the events, including printed pieces, invitations, social media, and helped with styling the event.
Libman is a family owned company that has been making brooms, mops, brushes and cleaning tools for over 120 years. Their message is to Embrace Life’s Messes.
Through social media and digital marketing. We have been able to show people that messes happen and that Libman is there to clean it up as well as give tips, show off product features, and make cleaning fun. Through all this we have boost engagement and the brand’s awareness.
BUILT Systems improves manufacturing around the nation by developing innovative and safe working solutions like height-adjustable workstations and welding tables. When I met the BUILT team, all they had was a logo. They needed help discovering how to talk about themselves and own their brand. That meant lots of interviews and company tours to get things started.
I was instantly inspired by a tour of their production facilities—the sharp lines, adjustable rigging, laser cutting and etched machinery.
I wanted those visual cues to direct the feel of the materials The Image Group was asked to create. I devised a series of graphic elements that carried across print, web and a new corporate toolkit. Likewise, I art directed a photography shoot to capture the sleek innovation of BUILT’s products as well as the grit and ingenuity that makes this company instantly iconic.
Those visual assets helped me create a set of materials that educated audiences on the benefits of the BUILT line and clearly differentiated them from all competitors. Thanks to The Image Group, BUILT’s sales are not only up, but this Michigan-based company is gaining national attention, with pursuit from fans like Enterprises T.V.
Tulip Time Festival
As a native to the Holland area, I’ve grown up participating in the Tulip Time festival. And since choosing to become a graphic designer, I’d had my hopes set on the Tulip Time mark.
One of the largest festivals of its kind, Tulip Time attracts people from across the country. It needed a refreshed branding effort that maintained the history and community ownership of the festival while better communicating the wide scope of events and cultures it included. The board was also looking to engage younger audiences in order to ensure the sustainability of the festival.
My goal was to draw together local residents and Tulip Time tourists across generations with a shared sense of pride. I therefore took inspiration for this logo from the wide variety of tulips seen at the festival. Those individual tulips became emblematic: reflecting the nuanced stories, traditions and activities that set apart the festival. I wove that motif through banners, signage and the responsive web design I helped create. That work resulted in 1.9 million page views, 25,000+ Facebook followers and over 500,000 festival attendees in 2015 alone. I continue to serve as The Image Group’s art director of record for Tulip Time’s needs.
Legrand creates high-end electrical solutions. They have a new line specifically for hospitality furniture. I worked with the team to pick locations and style the locations and models. All the photography is done by Dean Van Dis.