Crafted for Craftsmen

Keystone Furniture, a family-owned woodcraft company, expanded its business with the launch of Keystone Designer—a B2B2B initiative that partners with independent furniture designers to create exclusive collections, marketed and manufactured by Keystone for interior design firms. To support the launch, I developed a comprehensive outreach package that served a dual purpose: attracting and retaining independent designers, while also marketing the Designer line to interior design firms. The centerpiece of the package was a custom-branded binder housing an informative brand booklet and detailed spec sheets for every piece in the current catalog.

The challenge was to unify a wide variety of design aesthetics under one brand while still honoring the individuality of each contributing designer. I addressed this through a simple yet striking visual system that balanced brand consistency with flexibility—allowing each designer’s unique voice to shine within a cohesive identity. The result was a polished, modular sales and retention tool that clearly communicated Keystone Designer’s value, vision, and partnership potential across all audiences.