Hightower
Hightower, a family-founded and women-owned contract furniture company, partners with innovative designers from Scandinavia, Spain, the US and Australia to craft cutting-edge furniture solutions. As a Graphic Designer at Hightower, I played a key role in bringing our expanding product line to life. My responsibilities encompassed creating a diverse array of marketing and sales materials, including eye-catching product sheets, vibrant postcards, and immersive digital lookbooks. I also designed custom hand-drawn illustrations, crafted engaging email graphics, and developed dynamic social media content.
The power of simplicity
We offered a diverse range of furniture, and for each piece, I created detailed digital line drawings. These illustrations were seamlessly integrated into our marketing materials, offering a unique and simplified perspective of the products. This approach not only showcased the design and features of the furniture more clearly but also ensured a cohesive and consistent branding style across all collateral.
During the holidays, we had the opportunity to create distinctive images and gifs for social media that deviated from our usual branding. Since these graphics were exclusive to platforms like Instagram and LinkedIn, I had the creative freedom to draw and design more personally and imaginatively. Over time, some of these holiday-themed graphics were repurposed into unique company holiday card designs, adding a personalized touch to our seasonal communications.
A debut showroom at NeoCon
In 2019, Hightower teamed up with Caseworks to make a splash with their debut showroom in Chicago, featuring an impressive array of pieces from their global design partners. I led the visual branding efforts and collaborated closely with the Marketing team to craft dynamic digital campaigns that spotlighted Hightower's inaugural appearance at NeoCon. Our showroom not only stood out amidst nearly 500 top-tier design firms but also achieved remarkable success, winning 4 awards including IIDA/Contract Magazine "Best of Competition Showroom".
Unveiling an exclusive in-house furniture collection
Hightower Studio represents a unique line of in-house furniture designs crafted, owned, and produced exclusively by Hightower. Our creative journey included directing a 3D photoshoot, resulting in over 200 photorealistic renderings that formed the cornerstone of our launch materials. To generate excitement and engagement leading up to the launch, we curated custom boxes for top furniture companies and leading sales associates. Each box contained a set of custom color pencils matched to our new paint swatches, a hand-drawn coloring page featuring our entire product range, comprehensive sales collateral, and physical paint swatches.
To celebrate the launch of Hightower Studios, we created a fun and engaging coloring page featuring all of the new products, designed to encourage people to use our new coloring pencils. This coloring page was made easily accessible for download directly from our website, inviting everyone to join in the creative fun. Participants could download the coloring page, bring it to life with their own colors, and then share their creations on Instagram. Each post entered them into a chance to win a Ziggy table in one of the new finishes.
