2025 Winner

To launch four new chairs at NeoCon – the world’s leading interior design show in Chicago – furniture manufacturer Keilhauer needed to stand out among 400 exhibitors and attract the attention of 75,000 visitors. “Character Study” developed a unified design system by extracting a distinctive shape from each of the four chairs and turning them into graphic building blocks. This high-contrast visual approach was applied throughout the showroom space via oversized wall murals and window graphics, as well as across a wide range of collateral, including motion graphics, brochures, postcards, tote bags, exterior banners, magazine ads and social media assets.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Keilhauer
PRODUCTION COMPANY: Andora Graphics Inc., goguen.turcot, Patten Design Group

[Individual Credits - Agency - LG2]
project team
COPYWRITING (including content): Rana Chatterjee
DESIGN: Jessica Brasil
ARCHITECTURE TEAM: Olivier Paré, Joanie Couillard
CLIENT SERVICES: Antoine Levasseur, Erika Ymana, Liz Maxwell-Turanski
PROJECT MANAGEMENT, PRODUCTION: Jen Shapiro, Tracy Haapamaki
AGENCY PRODUCTION: Tara Greguric
MOTION DESIGN: Pablo Rausell, Murilo Maciel
PHOTOGRAPHY: Peter Andrew Lusztyk, Lisa Petrole, Michael Graydon & Nikole Herriott
MAC ARTISTS: Carren Sauder, Briar Koski

[Individual Credits - Agency - LG2]
senior management
CHIEF CREATIVE OFFICERS: Josh Stein, Marc Fortin, Luc du Sault
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION, DESIGN: Ryan Crouchman
ARCHITECTURE: Hélène Fortin

[Individual Credits - Production Company - Andora Graphics Inc.]
Owner, Dimas De Campos

[Individual Credits - Production Company - goguen.turcot ]
Owner, Jean-Pierre Goguen

[Individual Credits - Production Company - Patten Design Group]
Owner, Michael Patten

[Individual Credits - Client - Keilhauer]
VP OF MARKETING & CUSTOMER EXPERIENCE: Susan Anderson
SENIOR MARKETING MANAGER: Sarah Lostracco
BRAND MANAGER: Greg Telford