Topdrawer Graphic Design Direction
Role: Graphic Design Direction
Description: Topdrawer is a Japanese brand specializing in Tools for Nomads®. In short, Topdrawer provides functional products for those who live a mobile life and work on the go. Blending utilitarian textures with bright, saturated colors, the brand’s aesthetic centers around tools to help creative professionals do their best work. The brand’s design direction is straight forward and takes visual cues from old English shops and storefronts, vintage travel posters of the 50’s and 60’s - bridging analog to modernity in line with the products we carry.
The following pieces of work are Topdrawer brand catalogs, released bi-annually with new exclusive and proprietary products. Catalogs live in our stores, are sent out in direct mail, are included in online orders, and distributed to our vendors at tradeshows. I direct the art direction of the photography and do the design of the catalogs.
Cover illustrations by Paige Mulhern
Photography done by Low Res Studio and Fair Folk
Design direction examples for our email marketing communications, using rich brand colors and fonts mixed with directed photography, and picking up elements of texture in our printed materials. Creating an email system was key in order to establish consistency with our customers to interact with a familiar structure and increase conversion.
Automated email flows
Design direction for automated email flows taking elements of our brand posters and integrating them into other areas of the customer experience to build brand storytelling.