a small package example

Sometimes fun projects come in small packages. Such was the case with this assignment that involved branding, logotype design, limited collateral, product photography, exhibit display graphics, and web production.

LOIS Cabinetry grew out of Fine Art Wood Works, a small cabinet design/fab shop in Tarpon Springs, Florida. Over the years, FAWW built a steady client list, composed mainly of custom builders, architects, and home remodelers. Their reputation is based mainly on word of mouth and an occasional local home improvement show.

A basic marketing and communications project was discussed that would provide the owner, Lois Snyder, with the core tools (market focus, web upgrade, identity, product photo, collateral) necessary for building a client list using professional materials and a fresh approach to corporate identity.

home pages before and after
Original page didn't show product or potential	New home page projects contemporary look, warm feel

LOIS began life identified only by what they did, instead of a unique brand that could set them apart from dozens of other cabinet builders, the majority of whom build with materials closer to cardboard than hardwood.

The original FAWW label was nearly indecipherable, but serendipitously the answer was directly at hand. Lois, the owner, would become LOIS, the brand.

The goal is to allow consumers to identify the product as LOIS, instead of just another unremarkable cabinet shop. In her case it works beautifully, due to a variety of factors not least of which are the letterforms themselves. LOIS.com wasn't available, but solois.com was, and the domain was secured as the first step in what promises to be a successful business building enterprise.

A tight budget meant compromises were inevitable. Point and shoot photography was based on web, not print, requirements. Web pages were limited to a home page and a basic product pricing page. Collateral is restricted to a new business card and a sell sheet, while exhibit support was a single two-sided kiosk with appropriate graphics applied. It all works, and for the time being is a useful lab for future expansion of the overall marketing and communications effort.

The home page carries the responsibility for setting the emotional tone of LOIS, conveying a sense of warmth and a smooth, soft, almost tactile interface, much like LOIS’ product of beautifully finished organic surfaces. The nature of LOIS' product is neatly captured as the images, like this column, project the touch and feel of the real wood surfaces.