Client: American Woodmark / Waypoint
Role: Art Director / Project Lead
Agency: MullenLowe NY
Our client American Woodmark wanted a design refresh of their Waypoint catalog with the following set of challenges: align the design of the catalog with the work-in-progress new visual identity being developed at the same timeline as the catalog. Shorten the previous years catalog down from 120+ pages down to 68 pages. Create and name six different design personality style categories for use on an online quiz. With only one month to complete and client approve the design phase.
Clean, Modern, Elevated
Our design goal was to create an inviting visual space. We allow elements on the page to breathe, offer up tidbits of information, bite sized and digestible. We empower and educate customers to make design decisions with confidence.
Start with Style
Waypoint helps their customers design their perfect space. We created and named the personality types for their style quiz– Creatively Curated, Modern Rustic, Handcrafted Comfort, Simple Sophistication, Carefree Oasis, Modern & Minimal.
Immersed in the Experience
We wanted to recreate the experience of sitting down with a Waypoint designer so we created a series of spreads that guides people through the design process.
Inspire
A mood board of cabinet doors, pulls, materials, finishes, and decor.
Visualize
Putting it all together with design tips, featured doors, finishes, and hardware.
Customize
Your colors, door styles, and hardware.
Team:
Creative Director: Christy Blain
Copywriter/CD: Kim Devall
Copywriter/CD: Kim Devall