100 Years, Reimagined

After 100 years of making seating for technical spaces, Cramer needed a brand that honored its history while positioning the company for the future. I evolved the existing logo by drawing on retro shapes and visual elements from its century of identities, creating a modern, ownable mark with a strong connection to its heritage. From there, I refined the color palette, elevated product photography, developed tertiary brand elements, and created Cramer’s first set of brand guidelines to establish a cohesive visual language. As Cramer’s creative director, I set the visual direction and brought the brand to life across marketing materials, tradeshow environments, employee swag, office signage, and countless other touchpoints.

CREATIVE DIRECTION | DESIGN | MARKETING STRATEGY