less'n'more
Visual Storytelling | Illustration | Customer Relationship Management
Client: Milch + Honig Designkultur
2020
DESCRIPTION:
Less'n'more is a manufacture of designer lamps in Cologne, Germany. The production consists of two collections, less'n'more and Next.
The client needed new, eye-catching, high-end product catalogues that would showcase the artistry and top-quality craftsmanship of each lamp.
CHALLENGE:
Conceive several storytelling lines and illustrate them with a custom-developed illustration style.
While entertaining, the storylines and the illustration should loosely and creatively highlight each product's USP.
Align clients´ and art director´s expectations in my output and deliver solutions that meet both.
MY APPROACH:
1) Team / client kick-off briefing workshop with creative directors Thomas & Martin Poschauko.
2) Research phase to gain understanding for the products, their technical features and client´s values and philosophy.
3) Conception of coherent, entertaining and yet informative visual storylines to bring awareness the products' features.
4) Look & Feel illustrations, to develop a custom illustrative language.
5) Finalisation working closely with art director and designer.
Client relation management, the successful mediation leading to approval of the proposed illustration style and storytelling.
RESULT:
Creation of 14 illustrative storylines for two product lines using two completely different original ad hoc developed illustration styles.
To be published in an innovative and exquisitely crafted high-end product catalogues and online.
RESEARCH ON THE PRODUCTS
The lamps are modular and flexible and can be arranged in an almost endless number of combinations.
This flexibility and variations should come through in the illustrations.
Their versatility makes them entertaining and a lively addition to any home or office.
Image credit: less'n'more GmbH
LOOK & FEEL
The aim is to capture the flexibility and artistry of the lamps using a raw, spontaneous and unconventional style.
This approach is used for both the linework and the content.
THE FINAL ILLUSTRATIONS
1) less'n'more serie
Linework and character style
Highlighting USP of a carriable lamp, from sketch to final. Both drawn by hand :-)
STORYLINES (SELECTION)
STORYLINE LAMP "STEREO"
The Stereo lamp is shaped like a microphone. Its features evoke stage lighting, making you feel like a rock star.
Image credit: less'n'more GmbH
2) NEXT serie
LAMP "ALIEN"
For the NEXT series, the silhouette of each lamp is used as the starting point for a narration. In the case of these huge ceiling-mounted lamps, the story revolves around being scrutinised by aliens.
Photo courtesy of less'n'more GmbH
