Knotwood

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KNOTWOOD


FULL-SERVICE CREATIVE SOLUTIONS FOR A MARKET-LEADING BUILDING MATERIALS MANUFACTURER

When we talk about working with a wide range of clients, Knotwood provides a great opportunity to go deeper into what we mean by that. As a market leader of wood-alternative building materials, Knotwood has an established brand and a creative team to support it. It’s these otherwise self-sufficient clients that account for some of our largest volumes of work. Often, Porchlight provides a fresh creative approach or a particular service that internal teams need. Other times, we are brought on to take a project, one that an internal team has started, and we run with it. Such was the case with Knotwood.

In 2018, Knotwood joined Omnimax International, a global manufacturer of building products and an existing client of Porchlight. With the transition, the Knotwood identity and nomenclature came into question. Porchlight was brought on to run with and alongside what their own efforts had produced. In the end, the best decision was to keep their existing brand intact. This was a decision we recommended and supported wholeheartedly. After all, good decisions – creative and business decisions alike – are rooted in strategy, and strategy is our inspiration.

Following this identity consultation and exploration, Porchlight became a trusted resource for Knotwood. Porchlight was engaged to provide strategy and artwork for a wide range of projects, from social media and advertising to 3D renderings to support of retail line reviews.

OUR WORK

Porchlight Holiday 2014

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GIVING OUR CLIENTS
SOMETHING TO KEEP TRACK
OF THEIR OWN CREATIVE IDEAS


NOTEBOOK FOR PORCHLIGHT’S 2014 HOLIDAY GIFT

Every year for the holidays, we give our clients a small token of our appreciation. We’ve done coasters, calendars, even gift box tags. For 2014, we stepped it up a notch and went with a sleek little notebook that clients could carry around and jot down their ideas. We didn’t just want any plain notebook, however, so we partnered with Henry + Company right here in Atlanta to do the custom printing that we envisioned.

For the book itself, we went with a 52-page 5.25” x 8.25” thread sewn-bound book that had the Porchlight logo foil stamped on the front and company information foil stamped on the back. The outer cover was a 100# Environment Raw Wrought Iron Cover, and the inside pages were plain/no text on 70# Cougar Opaque Text.

For the belly band wrap, we used foil stamping for the holiday message and tools. We also die-cut the plain orange part with the Happy Holidays message so it could pop out and hold a small holiday card that had our holiday greetings message and the whole team’s signatures. The band ended up being 12.5” x 4” on Orange Cover Stock and really tied up the notebook and card neatly into one nice small package.

Porchlight 2014 Holiday Gift
Porchlight 2014 Holiday Gift
Porchlight 2014 Holiday Gift

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight successfully designed and oversaw the printing of a notebook and belly band wrap for our 2014 holiday gift to our clients.

OUR WORK

The Home Depot 2017

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HELPING MAKE SOCIAL
AND ENVIRONMENTAL RESPONSIBILITY
A TOP PRIORITY


CATALOG DEVELOPMENT AND DESIGN FOR THE HOME DEPOT

Continuing to increase in size year over year, this report is the largest yet. Featuring new paper options for both the cover and the inside pages, the 2017 Responsibility Report is both similar to previous years, but also drastically different.

For starters, the cover incorporates the texture of the iconic Home Depot apron – what better way to showcase the company’s culture! On the inside, bigger, bolder and more colorful pictures were used – so much so, that the report almost has a magazine feel to it. Quite different than previous years, but they really wanted to take the overall creative to a whole new level. Combine that with even more eye-popping stats and large graphs/charts, and this report is the most impactful yet.

The 2017 Responsibility Report is the latest product of our successful partnership with The Home Depot, and we look forward to exploring other new creative avenues for 2018.

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


For six years in a row, we’ve worked with The Home Depot on their annual responsibility report.

OUR WORK

Yamaha Dealer Catalog

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CYCLING THROUGH
VARIOUS ACCESSORIES
AND ADD-ONS


CATALOG DEVELOPMENT FOR YAMAHA MOTORCYCLE PARTS

This was the second time that Yamaha approached Porchlight to create an accessories and maintenance catalog for their dealers. This catalog consisted of numerous parts and accessories that were to be categorized into a catalog/book.

Because the catalog had so many items, we faced the challenge of how to execute efficient production design since building pages one by one would just be too time consuming and not cost-effective. Porchlight created a flexible grid layout that would easily adapt to the product category and the number of items, and we developed an InDesign action script to help fill out all of the information. We also introduced color coding to help categorize each section and used a running tab index on the inside page edges for easy navigation.

Overall, this was one of the more challenging projects we have faced. There was a lot of information to include, while also ensuring it was easy to navigate. Some out-of-the-box thinking really saved a lot of time, and we continue to pursue other opportunities where this knowledge could be of use.

Yamaha Parts Dealer Catalog
Yamaha Power
Yamaha Inside

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight created a concise, easy-to-read parts and accessories catalog that dealers could use to help consumers find exactly what they were looking for.

OUR WORK

Capital Investment Advisors

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A BRANDING EXERCISE
THAT WAS RIGHT
ON THE MONEY


BRAND IDENTITY REFRESH FOR CAPITAL INVESTMENT ADVISORS (CIA)

Longstanding Porchlight client CIA challenged us to give their main brand a slight update. We were to examine how their logo, business cards, sell sheets, and folders and pens would include this new look, one that relayed reliability and trustworthiness among other things.

We first looked at their current logo, and decided we didn’t want to lose too much of CIA’s established brand equity. We cleaned it up by reducing strokes and fills, we updated the color palette and we tightened up the name orientation. Then, we established a set of secondary, complementary colors. We applied this color story to their new style of clean, crisp, and modern black and white photography, and we also updated their font families and messaging tone of voice.

Our biggest challenge was finding the right color palette to work well with their remaining primary color (one of the strongest assets of the brand). After exploring multiple palette variations, however, we were able to settle on the correct mix. Our final design elements included this palette, vivid black and white photography, impactful color photography overlays and simplified typefaces.

CIA Logo Before and After
CIA_Folder
CIA Folder
CIA Sellsheets
CIA_Sellsheet
CIA Sellsheets Before and After
CIA Brand Elements

THE RESULT


We elevated CIA’s brand from being a bit dated and unrefined to having a fresh, more modern and crisp look that should suit them for years to come.

OUR WORK

The Home Depot 2016

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CONTINUING THE
STORY OF
SUSTAINABLE LEADERSHIP


CATALOG DEVELOPMENT AND DESIGN FOR THE HOME DEPOT

5 years and counting – that’s how long Porchlight has partnered with The Home Depot on their annual sustainability report. This report has grown substantially from the first time we did it (the first one was only 20 pages!), and every year we’re challenged with finding new ways to show more information while incorporating fresh, new design ideas.

Simplicity was best for this year’s all-white cover as we went with very minimal color except of course The Home Depot orange logo. Content-wise, this report always has so many moving parts and numerous departments involved that it’s a constant work in progress right up until it’s due to the printer. Working hand in hand with the client on an almost daily basis and keeping everyone aware of timelines are critical.

The end-result is hard to argue with – it’s definitely not your average annual report. It can stand on its own as a design piece and is a good example of how to continually improve upon a year-after-year project.

BEHIND THE SCENES/

COVER CONCEPTS

THE RESULT


For the fifth year in a row, we successfully produced The Home Depot’s annual sustainability report.

OUR WORK

Wela

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CREATING A CONNECTION FROM THE GROUND UP


BRAND CREATION AND MARKETING STRATEGY DEVELOPMENT FOR WELA

Capital Investment Advisors (CIA) is a fee-only financial advisory and portfolio management firm based in Atlanta, GA. CIA created a new company for investors who seek top-level investment guidance but don’t meet the high minimum investment required by many firms. As a long-standing partner of CIA, we were thrilled when the firm asked us to brand their new company – and later, develop their marketing strategy.

To kick off the branding process, we began brainstorming several company names, which included a high-level trademark search. After presenting our recommended names, CIA decided on “Wela,” Old English for “wealth.” Once they had a solid name, Wela needed a logo to match. Our team came up with five black-and-white logo concepts – but one stood out among the rest. The chosen design exhibited just the right level of sophistication. We also developed a stationary package in blue, gray and white for the logo and company.

When Wela expanded their services to include a digital advisor, they approached us yet again. We were challenged to create a website for their free tool, which lets people access their current portfolio, develop an investment strategy, and connect with an advisor. With its friendly, responsive design – Wela’s site spoke to young investors looking to start their financial journey.

To draw traffic to their new site, we developed a digital advertising campaign, leveraging social media, re-targeting and search engine marketing. The campaign featured startling facts that pulled the user in; once they reached the landing page, they were presented with ways in which Wela could help them avoid becoming a statistic of their own. A subtle pairing of popular luxury items with Wela’s own color palette added to the allure.

Our strategy needed to further entice site visitors to sign up for a free Wela account, so we set up a drip campaign through Infusionsoft – a small business CRM. We created and sent e-mails to all users who requested more info on Wela’s financial tools. We then pulled weekly reports to compare acquisition rates from e-mail to e-mail.

Porchlight-Wela-Logo

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


From brand inception to marketing execution, our work helped Wela make a mark in the financial services industry. Wela continues to thrive as a highly memorable, approachable brand – one that financial clients can easily connect with.

OUR WORK

Yamaha Star

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BIKER BLING


CATALOG DEVELOPMENT FOR YAMAHA STAR APPAREL AND ACCESSORIES

When Yamaha challenged us with creating their 2014 and 2015 Star catalogs from start to finish – including design, layout, pagination and photography – we couldn’t wait to get started on possible ideas. We had worked with them before on numerous other projects, but this was a great chance to take the reins and showcase Porchlight’s unique blend of skill sets.

Right from the start, we began working with the printer to determine paper and embossing options to distinguish the Star catalog from not only competitor catalogs, but also other Yamaha catalogs. Even though we had to keep everything to brand standards/expectations, we wanted this to be a piece that could stand on its own. The creative process included sketched concepts/mood boards and art direction for detailed in-studio and on-location photoshoots.

The final catalog was printed on 100# Opaque Cover with an emboss and 100# Cougar Opaque Text, and was finished with perfect binding. An online version was also created for the website.

Yamaha Star Catalog
Yamaha Star Catalog

THE PROCESS/

2014 COVER CONCEPTS

THE RESULT


Porchlight executed two successive catalogs that showed the full breadth of Yamaha’s Star Apparel and Accessories product offerings.

OUR WORK

Yamaha Apparel

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HELPING BIKERS STAND OUT FROM THE CROWD


CATALOG DEVELOPMENT FOR YAMAHA MOTORCYCLE APPAREL

Yamaha approached us to design their fall apparel catalog. A variety of new clothes and gift items were introduced to keep inventory moving and ensure their lineup was always fresh. They wanted something fun, cool, outdoorsy and easy to review.

We went with a large, newsletter-style format to really stand out from competitors’ catalogs. Yamaha wanted to separate each category differently than what was done in the past but still show all their products’ specifications while continuing to uphold the integrity of the brand. Our process included sketched creative concepts/mood boards, a model search, photo go-bys, and in-studio and on-location photoshoots. Photography was particularly challenging because it consisted of over 200 silhouetted images. Constant hands-on art direction was needed to ensure every shot was consistent and at the right angle.

So many elements came together in the final catalog: a grid layout that consisted of a simplified number-matching system to identify product description and price; overhead shots of the shirts with wrinkles/folds to make everything look more realistic; “New” icons for easily recognizing new products; icons and layouts to push customers to the website; and highlighted category colors for use as divider pages.

Yamaha Apparel Catalog
Yamaha Racing Apparel Catalog
Yamaha Apparel Catalog

BEHIND THE SCENES

COVER CONCEPTS

THE RESULT


Yamaha was ecstatic with the final catalog as it successfully implemented all their creative ideals and promoted the brand, while still being very easy to peruse and identify the various products.

OUR WORK

Yamaha Bolt

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LAUNCHING AT FULL THROTTLE


MOTORCYCLE BROCHURE DESIGN FOR YAMAHA BOLT

Yamaha put their trust in our team to create a brochure for their soon-to-be-unveiled motorcycle – the Yamaha Bolt. The brochure would need to showcase the Bolt’s modern edge and many customizable features, while still appealing to Yamaha’s target demographic.

We approached this task head on, creating a detailed mood board with client-supplied photography. From there, we experimented with bold folds and die-cut shapes. During this time, our team considered the model’s unique package options: Performance, Touring, General, and Lowered – with infinite accessories designed to make each rider’s bike look different than the next.

In the end, we opted for a stair-step folded brochure, with a soft-touch finish to highlight the Bolt’s cool accessory options. For the final touch, a shiny spot varnish was applied to pictures of customized bikes, making them pop off the page.

Porchlight-Yamaha-Bolt-Brochure
Yamaha Bolt Brochure
Porchlight-Yamah-Bolt-Brochure-Interior-page

BEHIND THE SCENES/

PRESS CHECK

THE RESULT


Backed by our enticing brochure, the Yamaha Bolt revved the hearts of die-hard riders at its Daytona Bike Week release.

OUR WORK

Yamaha Watercraft

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CREATING A LASTING IMPRESSION


CATALOG DEVELOPMENT FOR YAMAHA WATERCRAFT 

Yamaha sought out an agency to develop their annual Watercraft Accessories & Apparel Catalog. The agency needed to be a partner – someone Yamaha could count on, year after year. They found this in us.

We began by creating a detailed pagination with an overall theme that walks the consumer through what they’ll need for a day on the water – from wetsuits to tie-downs. Our team also took charge with mood boards, shot lists, and sketches to ensure the right imagery was included. We then tackled our biggest challenge – coming up with unique yet cohesive design elements.

We chose a three-dimensional image of a Yamaha tow rope for the title. This served to give the cover texture and play up Yamaha’s fun accessories. The rope detailing was created by shaping one of Yamaha’s tow ropes into the word “Watercraft,” photographing it, and then retouching it to get rid of the existing background.

THE PROCESS/

2014 SKETCHES

THE RESULT


Impressed by our work, Yamaha picked us to design their Watercraft Accessories & Apparel Catalog for the next several years – to be distributed at retailers nationwide.

OUR WORK

Dynamite

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TAKING A BRAND FROM LOCAL TO NATIONAL


BRANDING AND IDENTITY UPDATE FOR DYNAMITE PLANT FOOD

Dynamite Plant Food needed a design partner to help get their brand national exposure. With strong ties to The Home Depot, we were an obvious choice for the packaging design refresh, POP displays, in-store communication, and PR kit.

First, we focused on the product’s bottle. Our team explored different shapes — from off-the-shelf to custom prototypes — before opting for a sleek, ergonomic bottle. We then swapped out the existing wafer-sealed top for a tamper-proof, shrink-sleeve label that wrapped all the way around the bottle. Custom photography featuring colorful plants, flowers, and vegetables was used to make the shrink sleeve pop with life, all the while telling the brand story across multiple products.

After reviving the packaging, we took the lead on creating several outdoor POP displays, before moving on to internal touch points, which included associate communication cards to educate employees on the product line. As part of the launch, we also created a PR kit complete with a 1-pound bottle and full product brochure.

Porchlight-Dynamite-Family
Dynamite Before-and-After
Dynamite Product Launch
Dynamite Plant Food

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


As a result of our design expertise, Dynamite Plant Food moved from the shelves of local shops to those of every Home Depot store across the U.S.

OUR WORK

The Home Depot 2015

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TELLING THE
STORY OF
SUSTAINABLE LEADERSHIP


CATALOG DEVELOPMENT AND DESIGN FOR THE HOME DEPOT

For the fourth year in a row, we partnered with the nation’s biggest home improvement retailer — The Home Depot — to design their annual Sustainability Report. The challenge: create a new layout, while maintaining the look and feel of previous years.

Copy comes first. Our team worked tirelessly to gather all information – facts, statistics, and quotes – for the 54-page report. After laying out copy, we brought the book to life through the use of vivid photography, unique pagination, and The Home Depot’s iconic orange color. To make the catalog stand out, we introduced half-page vellum overlays. Our team played with typography, color, and visibility to achieve a desired depth and dimension, allowing images beneath to show through.

We made the book’s cover the hero by choosing a slightly textured paper in The Home Depot’s signature orange color. Then a white foil emboss technique was applied across the company logo.

Home Depot Sustainability Pages
The Home Depot Sustainability Organic Pages
Home Depot Store Illustration

BEHIND THE SCENES/

PRESS CHECK

THE RESULT


Through these design decisions, we were able to achieve a strong, memorable, corporate look for the 2015 Home Depot Sustainability Report.

OUR WORK