Weldwork Lookbook
Just like an entryway can set the tone for a home, a lookbook can set the tone for a brand, appealing to its target consumers and opening the door to new, lasting relationships.
Weldwork is a Michigan-based steel door manufacturer crafting innovative, beautifully-designed steel doors for some of the country’s top architects, interior designers, and builders.
After nearly five decades in the industry, the second-generation door builders wanted to create a lookbook that seamlessly communicates their offerings, expertise, history, and customer service philosophy to potential clients in both digital and print formats.
Services
Lookbook Design
Strategy
Illustration
Graphic Design
Architectural Photography
Digital Marketing
A Customized Approach
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Like all successful design projects, this one began by diving deep into the who, what, and why. Although this wasn’t our first time working with Weldwork, we approached this as we would any project: with a discovery meeting.
During our initial meeting with the Weldwork shareholders, we learned all about what they wanted – and, just as important, what they didn’t want – in the lookbook. In addition, the team refreshed Omit Studios on its history, offerings, and target consumers.
Audit
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We then audited all of their products, product categories, and pre-existing marketing materials. Together, Weldwork and Omit Studios were able to identify a few key pain points as well as areas for improvement.
We also used this kickoff meeting as an opportunity to establish the more minute details of the final lookbook, including the size and approximate page count.
With all this information in mind, we put together an outline of content that would cohesively combine visuals and copy to best communicate Weldwork’s offerings. We left the meeting with a solid to-do list, and Weldwork left knowing they would soon have a lookbook that would turn heads.
Strategic Storytelling
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The first step on our to-do list was to develop a messaging matrix that would set the tone for the lookbook’s copywriting strategy. To start, we looked at Weldwork’s current customer-facing messaging, which felt too generic, apathetic, and lacking technical detail compared to the inherent knowledge and creativity that the brand exudes.
Since Weldwork’s customers are both professionals and homeowners, the brand voice needed to appeal to both of these consumers equally and effortlessly. This meant the tone had to be professional and emotive while being careful not to sound pretentious or use any confusing technical lingo.
Omit Studios strategically developed the new messaging matrix to infuse a more personal and informative personality. The goal of the refreshed tone of voice was to make customers feel like they were part of the process while still maintaining an air of confidence, expertise, and authority.
Product Strategy
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Additionally, we noticed a few areas of improvement regarding both product and category titles. We renamed all products and both categories to give customers a more concise, literal description of what they were seeing on each page.
For example, “Quickship” was renamed “Made-to-Measure” to ensure this category would not create any false expectations regarding shipping time (while still fast). To ensure uniformity throughout all customer-facing materials, these name changes were also reflected on the navigation, all product listing pages, and product detail pages on Weldwork’s website.
In addition, some of the Made-to-Measure products had the word “custom” in the product name. To reduce any confusion with the “Custom Doors” category, we renamed individual products to better communicate their unique design details.
Developing a Narrative
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Since the narrative arch of the lookbook would help determine the final design, we then moved into creating a wireframe that outlined all of the copy with only colored shapes to represent where images and graphics might go.
Our copywriter worked through several iterations of copy, tweaking here and there to ensure the messaging was on point and all information was correct. Developing the copy in a separate document helped both Omit Studios and Weldwork focus entirely on the language without being distracted by visuals.
Once the client approved the language, we moved into adding copy to the wireframe.
Thoughtful Design
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Next up, it was time for design. Now that we had a better understanding of the written content that would go on each page, we dove into how it would be organized visually.
Weldwork caters to a premium clientele that is willing to spend more on well-made, thoughtfully crafted products. So we knew that the lookbook’s design needed to reflect the premium products while maintaining the brand’s exceptional visual identity.
Keeping in mind the branding that Omit Studios developed for Weldwork in 2018, we started by establishing a basic template. This ensured a cohesive look and feel throughout the entire lookbook, from the introductory pages on the company’s history and customer service approach to the product descriptions.
The template included headers, footers, and page numbers, as well as specific typography treatments for various copy elements, like headlines, sub-headlines, and body copy.
The final touch was the color palette, which our creative director chose to work holistically alongside the typography to convey a sleek, minimal elegance.
Professional Photography
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When it comes to a lookbook, the images are just as important as the words and the design. Since some of Weldwork’s impressive portfolio of products had not been captured by a professional photographer, we worked with our architectural photographer in Miami to do just that.
At the Mondrian Hotel in South Beach, where Weldwork’s doors are installed throughout the property, our photographer captured stunning, high-resolution imagery of the various designs. By seeing the doors installed in such an eye-catching location, potential customers can imagine how they’ll look in their own homes or building project.
The Final Product
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Last but certainly not least came printing. We worked with our trusted local printers to bring Weldwork’s lookbook to life, visiting them on-site to review proofs for color matching and size while adjusting for any printer errors.
The final product was a 44-page lookbook digitally printed on premium uncoated paper with a hard linen cover and custom natural endpapers.
Holographic foil stamps on the front and rear covers were strategically chosen to complement the reflective characteristics of the raw steel that is the foundation of Weldwork’s products.
Let’s Get You Noticed
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Are you looking to start a lookbook or brochure design project for your brand? Let’s work together to create a thoughtfully designed, beautifully executed digital or printed booklet that will showcase your services or products.
Contact us to schedule a strategy session with our team.
