– Information architecture
– Collateral system design
The Steelcase brand communications team sought to improve consistency across their product brochures, which lacked a unified design and messaging strategy. At the time, multiple outside agencies were creating distinct designs for each brochure, resulting in an inconsistent brand experience for customers.
The challenge was to create a unified design system and messaging framework that would ensure a consistent and compelling brand story across all product brochures, eliminating the fragmentation caused by varying design approaches.
As part of a cross-functional team, Neapolitan & Co was engaged to develop a series of grids that would serve as the foundation for all future brochure designs. After collaborating with the team to establish a clear messaging framework, I conducted an in-depth analysis of existing and competitor collateral. Using an iterative approach, I prototyped several grid options, testing them for effectiveness and ease of use. The final set of four grids created a functional and flexible design system that ensured brand consistency while allowing for creativity in future brochures.
The new grids were adopted across product lines and quickly proved effective in maintaining brand consistency. Over ten years later, they remain adaptable and continue to be in use, providing Steelcase with a cohesive design strategy across all product collateral.
