A Company First
To help our brands stand apart in the decorative hardware industry, we tried something new for our 130th anniversary that had never been done before. We developed lookbooks for both our mid-tier and high-tier luxury hardware brands, Belwith Keeler and Keeler Brass Company respectively.
The lookbooks feature and highlight our latest launches and collections and were distributed during trade shows like KBIS and ICFF. We printed a limited number of coveted physical books while having signage throughout our booths with QR codes leading to digital versions online. The limited printed pieces became special takeaway items for select clients and showrooms.
The lookbooks were lightweight and compact in size and offered something much different than the traditional and heavy full-size catalog. We utilized different printing techniques like Aqueaous Soft Touch coating, foil and blind stamps to achieve a distinctly different look and feel for each brand.
Design & Photography
Our lookbooks are highly focused on the aesthetics and storytelling behind the creation and development of the collections. I was responsible for their designs from the ground up. A majority of the imagery was primarily photographed by me, save for the occasional kitchen or bath lifestyle – which I either had a hand in directing, styling or post-editing.
For more info on how I photograph hardware and people, check out the BIJOU series and more info at PHOTOS. In addition to the design and photography, I also interviewed our Product Development team members on their inspirations and knowledge behind each piece, and was principal in writing the content seen throughout the Belwith Keeler lookbook and helping to lay the foundation for the Keeler Brass Company version.
Keeler Brass Company Lookbook
The 2023 Keeler Brass Company Lookbook was an incredible labor of love. Undoubtedly, aside from the logo, my favorite part of the Keeler rebranding was the development of this lookbook. Find more details on how the Keeler brand identity was developed here: KEELER.
There are no hard and fast rules on what a lookbook should be, ours dove into the brand story and explained our reason for being, in addition to featuring our products and design story. It also marks and highlights our collaboration with MONOGRAM. The lookbook was a little token to mark Keeler’s 130th year anniversary and relaunch since its original founding in 1893.
I wanted to honor the Keeler legacy and was given full creative control over its framework, design and concept. I kept key stakeholders in the loop throughout the development process and put feelers out on how we wanted to represent ourselves as people and as a brand to the world. Check out the Keeler Brass Company Lookbook here.
