Design for Business + Retail

Harley-Davidson

While working for FRCH Design Worldwide, I participated in the tremendous task of  conceptualizing and implementing a complete re-design of the Harley-Davidson showroom experience. The first step was a re-organization of the motorcycle groupings to align different products types with the lifestyles’ of those who love to ride in different ways.

These new product ‘tribes’ were via giant overhead ‘reverse pedestals’ using larger than life imagery and language to distinguish groupings by lifestyle and use. This new brand-based visual language—mixing new attitude and humor with traditional Harley badassed-ness—continues through the re-organized and re-merchandized Parts & Accessories and General Merchandise/Clothing departments.

Chi-nnati’s Pizza

Yes, it’s a funny name, but the delicious deep dish pizza and fun eclectic environment of this Chicago style pizzeria in Cincinnati make every visit memorable. Duality became a cornerstone of this restaurant’s identity–from the logo to a wide range of graphic touchpoints and artwork: weathered vs. new, industrial vs. slick, thick vs. thin crust, Chicago meets Cincinnati. Live, love, laugh, and eat pizza!

The large block letter stamp painted directly to the weathered wood panels over the entry provides a bold identifying mark fitting the time-worn look of the building itself. The illuminated logo sign is finished with a rough texture as though built from concrete slabs. Bold, metallic letterforms extrude from the exposed steel beam over the main doorway to deliver a branded message at pedestrian level.

Exterior, billboard-scaled artwork on the building’s storefront. Zoning regulations forbade the use of text at this scale on the building, so illustrations of ingredients were used to convey a direct message to potential diners. Who doesn’t love pizza?

The environmental graphic that welcomes diners upon entry features iconic symbols from both Chicago’s and Cincinnati’s cityscapes over a typographic patchwork of well-known neighborhoods from each locale. The restaurant’s name is displayed as urban found type specimens on direct-printed aluminum panels.

The found type graphic program can even be seen carried through on the servers’ uniforms.

CLIENT FRCH Design Worldwide for Chi-nnati’s Pizza | SERVICES  brand identity, storefront and environmental graphic design, interior artwork program | CREDIT  creative director: Paul Lechleiter; brand identity and environmental graphics: Matt Wizinsky; interior design: Theresa Altenau, Scott Rink, Lori Kolthoff; photos: Javier Jarrin, Christian Davies, Tom Wendt

FRCH Design Worldwide | Brazil

FRCH Design Worldwide is an architectural and branding design firm specializing in retail, themed, and branded environments. The firm recently opened a new office in Brazil to announce its entry into that burgeoning market. In doing so, they set out to boldly position themselves as creative industry leaders via new marketing and business collateral. The objective was to portray the firm’s confidence and time-proven reputation for great design in a sleek confident system that says outright, “We create great experiences.”

The business collateral makes use of a flexible new identity that playfully combines large, bold typography with quieter moments, including the question “O que inspira vocé?” (What inspires you?). This play on scale and volume is typified on the reverse of the business cards. Here, the logo is so large that it runs off the edges of the card—confidently breaking the rules typically applied to most rigid identity programs.

This new identity was further extended into a marketing brochure directed toward the retail industry. By showcasing their high profile work, the firm’s attitude, process and mission coalesce into a singular statement of purpose.

Designed in Chicago, IL and printed in Brazil.

CLIENT FRCH Design Worldwide | SERVICES graphic identity and collateral system | CREDITS copy & photography: provided by client

Red Mango

The prototype design for this upscale yogurt store celebrates the taste and healthiness of the product with a fresh and sophisticated environment. Simple brand cues, such as the custom door pull and vinyl patterning, add a unique playful character to the storefront. Young, vibrant lifestyle photography brings the product’s promise of joyful satisfaction to life within the small, bright dining space. The imagery is integrated with the architecture and plays off the interior’s contemporary blend of textured, natural and brightly colored materials. Tasty!

Upon completing the prototypical design, a Retail Standards Manual was developed for store roll-out. The manual includes strategic planning and specific instructions required for space planning, storefront design, detailing of fixtures, graphic components, materials specs, and guidelines for the design of promotional visuals that contrast but complement the built environment.

CLIENT  FRCH Design Worldwide for Red Mango | SERVICES  storefront and environmental graphics, interior artwork program | CREDITS  creative director: Tobias Harris; graphic design: Matt Wizinsky; interior design: Mari Miura, Lori Koltoff;  environmental graphic design: Aaron Ruef; photos: Javier Jarrin

FocusRx

FocusRx is a pharmaceutical consultancy whose nuanced understanding of prescription plans is an asset to their clients. We’re talking about labyrinthine programs and systems that would make your head spin. The logo visually conveys the concept of focus by drawing attention inward as through the closing of a lens or an eye. The red brand color unifies the new identity with that of its parent company, Cazma, also credited in the tag line. Subtle shading of the red symbol imbues a secondary reading: the illusion of an unending loop of kinked red tape. This apt symbol for the health care industry adds a dash of humor to an otherwise direct and acute identity and collateral system.

CLIENT  FocusRx | SERVICES  graphic identity and collateral system

Steak n Shake

FRCH Design Worldwide was asked to develop new prototypical designs for a range of Steak ’n Shake store types with the goal of articulating an evolution of this iconic American brand. One key component of this task was the creation of an interior artwork program that would apply to different store types in various formats. The objective was to create a unique program of visuals that avoids the typical marketing and transaction-focused messages by delving deeper and expressing the fun, vibrant dining experience offered at Steak ‘n Shake restaurants for the past 8 decades.

This flexible system of framed artwork weaves together the history and experience of the brand by combining nostalgic historical images with product illustration, while paying homage to mid-century modern graphic design. The result is a fresh perspective on an American classic. Shake on!

CLIENT  FRCH Design Worldwide for Steak ‘n Shake | SERVICES  interior artwork program | CREDITS  creative director: Paul Lechleiter; graphic design: Matt Wizinsky