In 2019 we conceptualized and developed Exit Fabrics’ corporate branding. Exit Fabrics have been manufacturers of professional technical upholstery since 1985. We had the opportunity to take on this global project in which we carried out the initial strategic plan, naming, storytelling, tagline, corporate branding, and subsequently the art direction, which we have been gradually applying to every piece of communication (catalogues, website, trade fair stands, etc.).
Based on the original art direction premises –which were established to highlight the products’ colours and finishes– this year we have worked on the art direction for the new collections Natura, Marine & Land, Visual, Velvet for which we have also designed the product brochures.
On this occasion, we have taken a step further and suggested photography styles aimed to identify Exit Fabrics products to the domain of interior design, by linking them to space and furniture. We devised conceptual photographs, associated to the name of the products, and compositions which continue promoting the brand’s extensive colour catalogue.
We also produced product images which relate to materials, whose combinations inspire the specifiers (architects and interior designers) and also images of the brand’s fabrics, applied to real products, in order to showcase their quality and adaptability.
Once completed, we transferred the art direction to the design of the new retail catalogues, in which an almost square 31 x 33 cm format allows us to reinforce the products, enhance its presence at the point of sale and strengthen the company’s branding.
The resulting art direction genuinely meets the objective of showing the versatility of the firm’s fabrics that make up their collections, and finds a new way to make them more accessible to specifiers.