Manufacturing cast-stone furnishings is a full-time job. Add in custom design, retail customers, interior designers, contractors, and dealer requirements and you have a business that runs 24 hours a day, 365 days a year. When founder Mitchell Brean asked us to assist in the expansion of its marketing efforts, Stone Yard had just expanded its product line to include many contemporary and custom pieces.

Our job was to capture and present the new works in a way that showcased their contemporary nature and novel carving and fabrication techniques. We developed the slogan “Live Artfully” in addition to handling all art direction of product photography. We devised a modular solution for the product catalog that allowed for easy expansion and use by its designers and dealers. The imagery we shot for the catalog was later translated into a direct mail and marketing campaign.

Team Credit:
Cody Small (design and production)
Mike Savacool (creative development – Live Artfully campaign)
Paul M. Bowers (product photography)

American Metal Filter Company (AMFCo)— a manufacturer with more than 30 years experience making washable metal, air, and grease filters— was being challenged to remain competitive in an ever-changing global market. Tapping into AMFCo’s rich history and heritage as a veteran owned and operated business, AMFCo was rebranded under a new banner. By internal interviews and analyzing competitive research we helped AMFCo define its mission, vision, and values. The new identity system featured a illustrated bald eagle, representing and reinforcing the quality craftsmanship and high level of customer service provided. Re-organization of the product specifications and marketing materials were critical to delivering products to its retail customers, contractors and dealers.

The rebrand included a logo and identity system, color and typographical guidelines, product photography, copy writing, advertisement campaign, presentation material including a custom folder, product data and sales collateral, and a direct mail package that included a sample filter, T-shirt, and introduction to the company’s new position.

Team Credit:
Terry Parish (creative and design)
Fabrizio Scippa (creative and design)
Jorge Naranjo (design and illustration)
Paul M. Bowers (product and location photography)