CLIENT

Calplant

ROLE

Art DirectorLead DesignUser Experience

EUREKA

The World's First Rice Straw MDF Board

As a commodity, the woodworking industry came with its share of challenges—numerous competitors, pushback from the wood industry, and pricing to name a few. From a branding perspective, it's vital to acknowledge and lean into what sets Eureka apart. This inspired a bold and unique typeface, non-industry colors, sun symbolism, and rice straw as a core visual element to stand out amongst B2B customers and B2C in big box stores. In the beginning, the goal was to position Jerry Uhland’s invention of Eureka amongst the greats. Eureka had to enter this competitive space with a story that aligned with the “first-ever”. The presentation deck below includes a manifesto that speaks to just that.

SERVICES

Brand IdentityWireframesCampaignsTrade Pub AdsBrand Support

TEAM

Chris Thomas, DesignSara Growden, DesignAnne Morgan, CopywriterAdam Pawloski, Copywriter

CONCEPTS

Packaging, trade pub ads, OOH, sales and marketing, pre-launch teasers, internal signage, presentation decks, and uniforms