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Helping You Build Your Better Brand

LOCATION

Benton Harbor, Michigan

USA

Design by Jo offers a wide range of graphic design services, from brand identities to design project management. We specialize in clean, creative and premium designs, that maximize your brand and create impactful first impressions.

WHIRLPOOL

Brand Identity

Moodboards

Design Project Management

Event Posters & Visuals

Experiential Brand Language

Icon Design

Brand Guidebooks Content 

Pattern Design

Although Whirlpool Corporation already has many teams of in-house designers, Design by Jo fulfills a unique need. With availability to focus full energy on a single project at a time, or to work cross functionally across multiple global design teams at once, helping them to function as a whole. Whether it's assuming a role for a project already underway, or project managing the visuals for their annual Board of Directors meeting. Design by Jo creates functional art, information graphics, and communication spreads that help the Whirlpool team move projects and ideas forward.

EXPERIENTIAL BRAND LANGUAGE

Moodboards were created, using images curated through consumer studies for each brand. The moodboards were designed to be hung in global brand studios, so that industrial designers in other countries who don’t get to see the physical product can still get a feel for the brand language as they begin each new project. 

BRAND GUIDELINE CURATION

These guidelines cover everything from Brand Attributes to Industrial Design Elements to Color, Finish & Materials. In this case, my role was not to create the rules of the brand, but rather to curate information from hundreds of sources. From consumer studies to industrial designers, platform leads & GCD Design directors, I talked to them all. The photo below is a mockup representation of a digital product.

I then translated  the gathered information to the guidebooks, either confirming previous information as still correct, updating outdated information, images and drawings, or filling in gaps where no information had yet been provided.  Engineering specs were simplified into basic line drawings that capture the essence of the brand for the next round of designers to follow.

I went through all of the brands carefully, and created a system to be sure that they all covered the same crucial categories of information, then updated each brand accordingly.

ICON STYLE EXPLORATION

Brands regularly need to be refreshed to stay relevant.

This includes icon forms, details, dimension & style. 

INSPIRATION

Wedge Style

Emboss Style

Deboss Style

Tooling Style

EXECUTION

ICON STYLING BETWEEN BRANDS

Icons between family brands need to be similar as far as content goes, but still have to follow the distinct brand style. They also need to be available in 3 different sizes for screen uses, and with each resize, modifications need to be made to insure there is never a gap smaller than .3mm, which could create a bright spot on screen.

9mm

7mm

5mm

9mm

7mm

5mm

WORK