The Making of an Icon
Catalog Design
ICON Structures are designed with the same care as architectural and fine art structures, and needed a catalog that helps pronounce that. Bold, colorful photography and vibrant, red typography lead readers through a streamlined narrative of featured products, style guides, and more.
Design Direction: Liz Tapp; Art Direction & Design: Emily Ricks.
Médicos Mission Fund Logo and Identity
Clínica Médicos was founded in 2015 by Dr. Kelly Rodney Arnold to make quality, comprehensive healthcare accessible to Chattanooga’s underserved Latino community regardless of insurance status, language, pregnancy, age, or gender. In six short years, from their clinic at 1300 East 23rd Street, it has realized that mission by providing outstanding care and empowering the next generation of medical professionals through education and hands-on training.
Now, Clínica Médicos is growing. Dr. Arnold and her colleagues have acquired a new facility at 1148 East 23rd Street — a former automotive garage across from the Sculpture Fields at Montague Park — and will soon offer a fuller range of medical services, including mental health and counseling, dentistry, and more.
To bring this vision to life, they have created the Médicos Mission Fund, a new non-profit, 501c3 organization that will fund the growth of a new campus, outstanding educational experiences for our physicians and high-quality medical services and equipment for the families who rely on Clinica medicos.
Widgets & Stone helped to create a logo that pairs perfectly with the Clínica Médicos identity and dovetails into print materials as well.
Creative Direction: Paul Rustand; Design Direction: Liz Tapp; Design: Liz Tapp, Noah Marlowe; Photography: provided by the client.
Novafloor 2020 Portfolio
Novalis tapped Widgets & Stone to update their catalog design — hoping to keep the clean and clear design we introduced last year but also add an element that might spark creativity for the viewer, both DIY and professional designers alike.
The resulting design for the catalog incorporates vignettes of material boards — Novalis’ product paired with complimentary design materials as well as collage pages that pair room scenes with potential paint pairings and inspiration imagery.
Widgets collaborated with photographer Grant Dotson to capture the materials board vignettes, Adams Lithographing brought the piece to life using a subtle soft aqueous and deboss on the cover, as well as hitting each vignette and collage with spot UV gloss, creating a contrast to their matte Sappi Flo paper backgrounds.
See a video of the printing effects by clicking here.
Design Direction: Liz Tapp; Design: Liz Tapp, Stephanie Fast, Travis Hitchcock; Photography: Grant Dotson; Printing: Adams Lithographing
EF Contract Collateral
After helping to launch the new EF Contract identity in 2018, Widgets & Stone has continued to develop brand communications tools for the company. The brand personality has taken shape through a wide variety of print materials: product booklets, inspiration magazines, corporate brochures and special event look books.
Led by Design Director Liz Tapp, the Widgets & Stone team has created a consistent look and feel for the new flooring company that stands out from the competition.
Creative Director: Paul Rustand; Design Director: Liz Tapp; Designers: Liz Tapp, Stephanie Fast, Athene Ruiz, John Le; Photography: Various/Stock.
Zünd Digital Cutter Promo
World-class printers Adams Litho acquired a Zünd digital cutting system. The system makes it easy to tailor the cutting system to specific cutting needs and materials.
Adams asked Widgets & Stone to help promote the new equipment by designing a deck of cards that could be die cut on the new system. Designers John Le and Mark Slawson developed a unique look that followed traditional playing deck design solutions.
Creative Direction: Paul Rustand; Design: John Le, Mark Slawson; Printing: Adams Litho
J+J 2017 NeoCon Booklet
Every year J+J Flooring Group takes its product designers on a trip to a different location to find inspiration for new products. For the 2017 product launch, the team traveled to Pewabic pottery studio in Detroit. There the team saw how pottery is shaped, thrown and fired, the same as it has been for over a century. They discovered that it is the glazing finish that defined the pottery — and in turn, what defined their product inspiration for 2017.
Widgets & Stone led the creative effort to craft the promotional book for Neocon that would reveal the catalyst for the new flooring products: through design, writing and photography. Design Director Mandy Lamb and Designer Liz Tapp created a print booklet that utilized the textures, flows and imperfections of glazing.
Creative Direction: Mandy Lamb; Design: Mandy Lamb, Liz Tapp; Writing: Keely Hungate, Adam Haskew; Photography: Abraham Photography; Photo Styling: Mandy Lamb, J+J Flooring.
Design concepts for a boutique hotel
Vision Hospitality Group’s first one-of-a-kind hotel project is The Edwin. Steps from the historic Walnut Street Bridge (a symbol of the city’s robust urban renewal), The Edwin is also Chattanooga’s first luxury boutique hotel. This luxe 90-room newcomer proudly connects the area’s rich history of Southern hospitality with modern-day trends and cuisines.
Vision’s team has been building and managing hotels successfully for years – for all the top hotel brands in the country. But creating a hotel from scratch added a new responsibility: branding. While Vision worked with a premier hotel design and development firm to create the identity and branding, they still needed help connecting that identity to practical items like signage and print materials.
They asked Widgets & Stone to provide print and sign design concepts based on the ever-evolving hotel style – connecting the identity design to the quality of the hotel space and its planned level of service. The team elevated the designs by introducing vintage illustrations and gold foil stamping into the print production. Sign design concepts married both the architecture and the historical inspirations.
Creative Direction: Paul Rustand; Design: Brad Dicharry.
Product Brochure Design
The Widgets & Stone team worked closely with Mannington Commercial & Residential and Dotson Commercial Photography to produce a product brochure for the 2016 Surfaces Trade Show. Design Director Mandy Meredith led the overall aesthetic and developed an inventive solution for new products in development that proved difficult to acquire for photography.
The end result is a lively and diverse overview of the Mannington line of products.
Creative Direction: Mandy Meredith; Design: Liz Tapp and Laura Michael; Photography: Grant Dotson.
UltraSite Catalog Redesign
UltraSite is a PlayCore Company that manufactures high-quality commercial grade outdoor recreation products including a variety of site furnishings, park amenities, picnic tables, park benches, and much more.
UltraSite’s product quality and customer service are quite high and the brand has strong equity in the industry. However, the company’s leadership felt that the current catalog design was not communicating that quality. Led by Stephanie Devine and Mimi Marler, the UltraSite team collaborated with Widgets & Stone to create a new catalog design to communicate the brand’s excellence.
Design Director Mandy Meredith and designers Amy Harmon and Laura Michael crafted a clean and elegant catalog design to showcase the great products and photography. Dotson Commercial provided some excellent key images of the product as well.
Hot off the presses, both salespeople and customers alike are praising the clarity and style of the new catalog.
New look and feel for Aquafil USA
Aquafil was founded more than four decades ago and the Aquafil Group now spans eight countries on three continents, including here in the US as Aquafil USA.
Aquafil’s polymers and fibers are used in the manufacture of hundreds of products that meet the needs of a wide range of worldwide markets – corporate, industrial, travel, design and home. Aquafil’s sustainable manufacturing processes produce fully regenerable nylon 6 – so every product that comprises one of ours becomes a little more eco-friendly.
In an effort to bring their communications and promotional materials up to date, Brand Communications Coordinator Abby Dayton partnered with Widgets & Stone to create new collateral and advertising.
Mandy Meredith and Caleb Ludwick combined with Dotson Commercial photography to create a series of ads for Aquafil USA.
Art Direction & Design: Mandy Meredith; Writing: Caleb Ludwick; Photography: Dotson Commercial.
