STEM + FIG BRANDING
Stem + Fig is a company that is passionate about offering inspiring and intentional interior staging services, focused on refined presentations. I wanted Stem + Fig’s brand to have a tactile quality to it much like the props she uses to bring her spaces to life. I wanted to have clean fonts, paired with artful, loose illustrations. The color palette reflects the sophistication she brings with her on set, while also bringing in some warm tones to evoke a cozy and inviting vibe.
BRAND WORDS:
Authentic, Inspiring, Intentional, Passionate, Tasteful
LIFESTYLE PHOTOGRAPHY ART DIRECTION
Newmar is always looking for new ways to take their motorhomes above and beyond where they have already been. Supreme Aire is their latest opportunity to make a statement about who they are as a company, allowing them to showcase their ability to innovate as they enter a new category. Supreme Aire allows for a more active, adventurous audience to spend more time doing what they love—like ATVing, hunting, boating, or driving their race cars—all thanks to its increased towing capacity. And in Supreme Aire, they can still live the luxurious Newmar lifestyle, thanks to a level of fit and finish that’s second to none. A lifestyle shoot allowed us to show their target audience exactly how Supreme Aire fits into their plans. It goes beyond simply showcasing features by allowing their customers to picture themselves on the road, taking part in their favorite activities without ever sacrificing comfort, convenience, and style.
Photos by Kevin Arnold
2020 NEWMAR LUXURY BROCHURES
This concept incorporates various elements involved with the Newmar build process. First, a signature element inspired by the Not Just a Number program (signed). Second, a seal certifying that the coach was built by hand in Nappanee, IN (sealed). And lastly, a stamp or other symbol of approval inspired by the final CQI process (delivered).
RVX TRADESHOW DISPLAY AND EXPERIENCE
The RV Industry Association had rebranded the 2019 show as RVX: The RV Experience—shifting its focus from selling RVs to selling the RV lifestyle. Newmar was not only an event sponsor, but was also preparing to launch an innovative new product in an entirely new segment for the company. So this wasn’t just another RV show; it needed to be a new experience that grabbed everyone’s attention.
What we created surpassed all expectations.
Our concept for RVX was called “License to Discover,” the idea that a Newmar motorhome is more than a recreational vehicle—it is a license to live the RV lifestyle to the absolutely fullest by discovering a world teeming with beauty, grace, and wonder. We built buzz around the concept leading up to the show with promotional emails, digital advertisements, print ads, and outdoor advertising.
Strategic planning for the RVX campaign began in summer, followed by creative concepting, creative and digital execution, a teaser campaign leading up to RVX, and the trade show itself in March.
INITIAL THEME PITCH PRESENTATION:
VENDOR RENDERING OF THEME/CONCEPT:
The Newmar exhibit at RVX had everyone talking. And the livestream hosted by RVgeeks, hosts of one of YouTube’s most popular channels about RVing, generated interest that dwarfed the next closest livestream—by more than 100x.
When the event wrapped up, we helped Newmar generate 1,434 leads, 450 SQLs, and win the RVX Display Award for the best large display.
FINAL EXTERIOR AND ENTRANCE:
FINAL CLUBHOUSE/COMMON AREA:
FINAL ADVENTURE AREA:
In this area we wanted to represent the adventure aspect of the RV lifestyle. Complete with QuietKat all terrain electric mountain bikes and video footage of people getting out there and enjoying nature. For this area we had a pine scent along with background sound of birds chirping and water flowing.
FINAL NIGHTLIFE AREA:
In this area we wanted to represent the nightlife aspect of the RV lifestyle. We turned off all above head lighting and had stars projected onto the canvas that flickered. Complete with 2 fire pits and seating and video footage of people enjoying the night time aspect of camping. For this area we had a campfire scent along with background sound of crickets and fire crackling.
FINAL CULINARY AREA:
In this area we wanted to represent the food aspect of the RV lifestyle. We brought out the induction cooktop from the motor coach in this area and have chefs preparing little appetizers for the attendees to eat (charcuterie skewers and mini s’mores).
FINAL ENTERTAINMENT AREA:
In this area we wanted to represent the entertainment aspect of the RV lifestyle. We had all of the storage bays of the motor coach open and the exterior entertainment system going. We wanted this area to reflect how easy it is to host and entertain guests with a Newmar. For this area we had a pine scent along with background sound of birds chirping.
CUSTOM “LICENSE TO DISCOVER” WALLET (TICKET INTO THE DISPLAY):
Every person that attended RVX registered online so we got the list and made custom “Licenses to Discover” wallet that they got at the front reception desk. Each card had a unique “License to Discover Number” that entered them into a drawing to win a Dometic Cooler. There was also another card that guided them through the display.
2019 NEWMAR DEALER MEETING INVITATIONS
For this year’s theme, we wanted to keep the overall look a higher-end outdoor feel.
“Glamping,” short for “glamorous camping,” is now a widely adopted pop culture reference often used to describe luxury motorhome travel. Newmar, more than any other brand, is positioned to own this concept at RVx. Using actual product features, interactive display elements, and dedicated sales staff, this will help strengthen Newmar’s position as an innovative luxury brand in a way that is fun and approachable to the dealer attendees.
NEWMAR MAGAZINE - VOL. 4
The Newmar “The Difference” Magazine provides Newmar owners and prospective owners a publication with information about the RV Lifestyle and why owning a Newmar provides them the best opportunity to enjoy that lifestyle to the fullest.
For the cover we clear foil stamped on Neenah 88C Starwhite Tiara Vellum. The interior pages were printed 4 Color Process on 100T Anthem matte/silk.
MORGAN AND SAM WEDDING INVITATIONS
I had so much fun being able to create wedding invitations for a couple that is very near and dear to me. They were looking for a design that teased the event that was to come. Their overall theme was earthy yet elegant. I wanted to bring the earthy element to life through the different textures (toothy thick paper and translucent details sheet) and a rich green envelope.
BERGER DENTISTRY BRANDING
Berger Dentistry is a family-owned dental practice offering state-of-the-art care in a patient-focused manner. When you visit their office, you should expect to feel like family. Their dentists offer cutting-edge treatments and cater them to your specific needs. Their mission is to give you the best oral care possible so you can go out into the world and feel confident in yourself and your smile.
BRAND WORDS
Elevated, Calm, Honorable, Cutting-Edge
NOT JUST A NUMBER VIDEO
To Newmar, each customer order is much more than a set of numbers or a source of revenue. That’s because every coach Newmar builds represents a family’s mobile dream home, and that’s something Newmar employees take personally. Not Just a Number acts as proof of Newmar’s dedication to delivering each and every customer with a superior-quality motorhome that enables them to live the RV lifestyle to the fullest. We spoke to a couple who just purchased their second Newmar motorhome as well as some people that are behind that product.
2019 NEWMAR LUXURY BROCHURES
Better than any other Class A manufacturer, Newmar offers true residential living by way of dozens of textures, materials, and designs one would expect to find in a modern home. The 2019 brochures embrace the residential qualities found in Newmar coaches like never before.
This concept breaks down the interior design by showing the pieces and parts that make up the design on the cover so they essentially get a sneak peak before opening up the brochure. We wanted it to resemble the process of building a home. You pick the floor plan/blueprint and then all of the finishes. We wanted to showcase how fun the process is and how you can pick from expertly designed options from Newmar’s interior designer. Again, no other motor home company has ever featured the interior design on the cover before – this was uncharted territory for the RV industry but it seemed to work out.
For the cover we used Neenah Classic 130DTC Techweave in Solar White. For the opening insert we foil printed the text on Neenah Design collection 50T Diffused Architecture in white. For the body we printed on Sterling Premium 80C while hitting parts with a Matte UV and Spot Gloss UV varnishes.
2018 NEWMAR DEALER MEETING INVITATION
This dealer meeting we wanted to kick off the journey into the next 50 years with a uniquely Texan, undeniably bright and colorful display because of the Dallas location. We wanted to speak to Newmar’s ever-evolving sense of style with an equally worthy look and feel for the meeting while communicating Newmar’s commitment to “Earning it, Everyday,” an attitude that will ensure a prosperous future for both the company and its dealer partners.
The juxtaposition of transparency and texture really makes these invitations stand out. We brought in rich color, leather wraps, and linen/wood grain textures to really bring out that elegant southwestern vibe.
NEWMAR MAGAZINE - VOL. 3
Winner of a 2018 Gold ADDY Award under the Magazine category.
The Newmar “The Difference” Magazine provides Newmar owners and prospective owners a publication with information about the RV Lifestyle and why owning a Newmar provides them the best opportunity to enjoy that lifestyle to the fullest.
For the cover we foil stamped on Neenah Design Collection 105C Stardream in Crystal.
GUTWEIN LAW REAL ESTATE DIRECT MAILER
Winner of a 2016 Gold ADDY Award under the Direct Mail category.
In order to build their profile in the real estate field, Gutwein Law wanted a direct-mail piece that would help them stand out with a unique voice, and establish them as a law firm that helps clients grow their business. Built around the metaphor of “cutting through the red tape,” this direct mailer comes in two parts.
The first part is a slender black box with messaging on the outside that reads: “Real estate projects can be full of complex forms, processes, and procedures.” The recipient then lifts off the lid, revealing the golden scissors and a tag attached that reads: “Need some help cutting through all the red tape? Whether it’s zoning, closings or litigation, it shouldn’t be this hard – and it doesn’t have to be. Turn to Gutwein Law for our knowledge and expertise in real estate. We’ll turn bureaucracy into opportunity, and trim both time and frustration. Hold onto these. You’ll need them soon.”
The second part is received a week after the scissors and is the main part of this direct mailer series. The box is sealed with “red tape” that is textured with a multitude of bureaucratic words. This is where the pair of scissors comes in handy. The recipient is now able to cut through the red tape with the help of Gutwein Law to reveal a set of rocks glasses and coasters – to celebrate another job done smoothly. The messaging on this box reads: (Outside) “It’s time to cut through all the red tape.” (Inside) “And have a smoother real estate experience. With all the contracts, policies, crossed t’s and dotted i’s, real estate law can get a little rocky. Gutwein gives you all the protection you need. We know real estate law, and we know how to make it less angst-ridden and you more successful. We’ll take a dirty process and make it neat. Put this gift to good use with our signature cocktail.”
The signature cocktail is received by them going to the landing page given and filling out a short form to get both an alcoholic and non-alcoholic recipe to enjoy in their new glasses.
NEWMAR 50TH ANNIVERSARY VIDEO
Winner of a 2018 Silver ADDY Award under the Branded Content, Video & Sound category.
For this project, Newmar came to us to create a video that represented the Newmar brand and what it had become. They chose the concept, “50 Years of Lessons Learned“. The people of Newmar have learned a lot over the last 50 years, and it’s those lessons that will shape an even bigger and brighter future for the company over the next half-century.
A huge part of Newmar’s brand is their people and the pride they take in their craft. We wanted to make sure that was brought to the forefront of this video so we used Newmar employees from every department to bring the script to life.
NEWMAR WEBSITE
Winner of a 2018 Gold ADDY Award under the Website category.
I was fortunate to design and help with the development of a website for Newmar Corporation, a manufacturer of luxury motorhomes.
Our team’s main goals of the site redesign were to create a fully-responsive site, modernize Newmar’s web presence and create an enviable user experience for both consumers and dealers.
The purpose of the site, is to provide technical information and lifestyle inspiration around Newmar’s luxury motorhomes for both potential buyers and current owners. The site also serves as sales tool for dealers, allowing them to price out models, share model pages and reference technical information.
STUDIO PHOTOGRAPHY ART DIRECTION
Newmar motorhomes are built to order in other words, every unit we shoot has already been ordered and bought by a dealer. Because of this, it is very hard to take a unit on location to shoot because this takes place in winter and we cannot put too many miles on it. Therefore we use a studio close to the Newmar plant and work to make it look like it is in its natural environment and cozy and inviting.
We receive swatches of the interior fabrics about a week before each coach arrives on set. The stylist and I then sit down and work together to pick out neutral and luxurious pieces to compliment the interior design.
I then work with the photographer to make sure each shot is framed correctly and everything is in order. Each coach takes about 4 days to shoot and there are 11 in the Newmar lineup.
The week after each shoot, I sit down with the post production designer to get a consistent look and feel to the photos and make sure everything is color correct and nothing is out of place.
We then use these photos throughout all of our print and online sales pieces for the year.
RVX TRADESHOW DISPLAY AND EXPERIENCE
The RV Industry Association had rebranded the 2019 show as RVX: The RV Experience—shifting its focus from selling RVs to selling the RV lifestyle. Newmar was not only an event sponsor, but was also preparing to launch an innovative new product in an entirely new segment for the company. So this wasn’t just another RV show; it needed to be a new experience that grabbed everyone’s attention.
What we created surpassed all expectations.
Our concept for RVX was called “License to Discover,” the idea that a Newmar motorhome is more than a recreational vehicle—it is a license to live the RV lifestyle to the absolutely fullest by discovering a world teeming with beauty, grace, and wonder. We built buzz around the concept leading up to the show with promotional emails, digital advertisements, print ads, and outdoor advertising.
Strategic planning for the RVX campaign began in summer, followed by creative concepting, creative and digital execution, a teaser campaign leading up to RVX, and the trade show itself in March.
INITIAL THEME PITCH PRESENTATION:
VENDOR RENDERING OF THEME/CONCEPT:
The Newmar exhibit at RVX had everyone talking. And the livestream hosted by RVgeeks, hosts of one of YouTube’s most popular channels about RVing, generated interest that dwarfed the next closest livestream—by more than 100x.
When the event wrapped up, we helped Newmar generate 1,434 leads, 450 SQLs, and win the RVX Display Award for the best large display.
FINAL EXTERIOR AND ENTRANCE:
FINAL CLUBHOUSE/COMMON AREA:
FINAL ADVENTURE AREA:
In this area we wanted to represent the adventure aspect of the RV lifestyle. Complete with QuietKat all terrain electric mountain bikes and video footage of people getting out there and enjoying nature. For this area we had a pine scent along with background sound of birds chirping and water flowing.
FINAL NIGHTLIFE AREA:
In this area we wanted to represent the nightlife aspect of the RV lifestyle. We turned off all above head lighting and had stars projected onto the canvas that flickered. Complete with 2 fire pits and seating and video footage of people enjoying the night time aspect of camping. For this area we had a campfire scent along with background sound of crickets and fire crackling.
FINAL CULINARY AREA:
In this area we wanted to represent the food aspect of the RV lifestyle. We brought out the induction cooktop from the motor coach in this area and have chefs preparing little appetizers for the attendees to eat (charcuterie skewers and mini s’mores).
FINAL ENTERTAINMENT AREA:
In this area we wanted to represent the entertainment aspect of the RV lifestyle. We had all of the storage bays of the motor coach open and the exterior entertainment system going. We wanted this area to reflect how easy it is to host and entertain guests with a Newmar. For this area we had a pine scent along with background sound of birds chirping.
CUSTOM “LICENSE TO DISCOVER” WALLET (TICKET INTO THE DISPLAY):
Every person that attended RVX registered online so we got the list and made custom “Licenses to Discover” wallet that they got at the front reception desk. Each card had a unique “License to Discover Number” that entered them into a drawing to win a Dometic Cooler. There was also another card that guided them through the display.