Since 1941, KI has positioned itself as a leader in the contract furniture industry, providing smart, tailored solutions across distinct markets, including business, higher education, healthcare, and government. Operating under the tagline "Furnishing Knowledge," the company needed to execute multiple new product launches. The challenge was to create compelling, market-specific visual assets and print collateral that clearly communicated their ability to quickly respond to customers' unique fulfillment needs and specialized environments.

Under the creative direction of Tamara McLean, the strategy centered on highly targeted photography and comprehensive collateral design. Rather than relying on generic product imagery, the approach involved directing customized photoshoots both in-studio and on-location to contextualize the furniture within its intended real-world environments. To manage the complexity of multiple launches, the team adhered to a rigorous, multi-phased design methodology—from initial research and objective definition to schematic development and final production—ensuring every piece aligned with KI's strategic goals.

Expert Photography Art Direction: The project involved close collaboration with Studio 44 and LAUNCH Photography, Film & Video, Inc. to execute complex shoots. The art direction focused on capturing the functionality, design, and specific market application of each new furniture line, seamlessly blending controlled in-studio product shots with dynamic on-location environmental imagery.

Integrated Collateral Design: Concept ideation and schematic design were used to develop cohesive print collateral. The layouts were meticulously crafted to integrate the new photography, ensuring that the visual storytelling supported the product features and KI's overarching brand identity.

Rigorous Phased Methodology: The project's success relied on a structured, step-by-step design process. This included categorizing and synthesizing research content, iterative idea development, strict art set-up, and multiple formal review and analysis cycles prior to final production and fabrication.

Visualizing the Brand Ethos: Every design decision was anchored in translating KI’s core messaging into a visual format. The photography and collateral were specifically styled to reflect the "Furnishing Knowledge" tagline, illustrating KI's deep understanding of specialized industry needs.

The successful execution of the art direction and collateral design provided KI with a robust suite of visual assets for their multiple product launches. These highly targeted materials allow KI to continue differentiating itself in a competitive industry. By clearly communicating their "Market of One" manufacturing philosophy through high-quality design and photography, KI continues to establish and nurture enduring, personalized relationships with customers across the globe.

Client: KI Inc.

Industry: Commercial & Institutional Furniture Manufacturing

Project: Photography Art Direction & Print Collateral Design