Grand Rapids Chair Company put together an exciting new lineup of contemporary products for 2017. From Hurdle by the up-and-coming Australian design duo Dowell Jones to fresh outdoor options and much-anticipated adaptations to its current lines, GRCC had a big story to tell.

The new Lookbook embraced that story with a large, attention-getting format. Bold color set the tone for the art direction and set styling, which embraced a fashion-forward feeling inspired by Italian interior design trends seen at the 2017 Milan Design Week. Each image created an aspirational scene that showed how GRCC’s products can adapt to and enlighten a variety of living and dining experiences.
GRCC continues to stay ahead of the curve within the restaurant and hospitality industry niche. Our role in evolving and pushing the brand highlights how design can grow, define, and reflect market positioning.

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Art Direction and Styling

Brand Strategy

Copywriting

Print Design

GRCC Cover
GRCC Cover
GRCC Spread
GRCC Photo
Grcc Chair Names
GRCC Art Direction
GRCC Photoshoot
GRCC Harper
Grcc Harper