Branding, Digital Design, Logo Design, Photography, Product Launch, Web Design
Willow Seating
Client
Global Furniture Group
Services
Digital Design,Motion Graphics,Product Launch,Social Media
Date
2023
Result
Designed in collaboration with patients and healthcare professionals, Willow™ sets a new benchmark for healthcare seating. My role was to support the product launch through multimedia content that helped translate that story into a cohesive digital and social campaign.
Opportunity
Willow needed launch content that could introduce the seating line in a way that felt both professional and approachable. The challenge was to create multimedia assets that communicated the product’s versatility, comfort, and healthcare focus while supporting a polished rollout across multiple touchpoints.
Behind-the-Scenes
Alongside capturing photo and video content for social media, I documented the full-day campaign shoot behind the scenes. This added another layer to the launch by showcasing the people, process, and production that shaped Willow’s visual story, helping extend the campaign with more authentic and engaging content.
PEOPLE, SPACES AND CARE
A WELCOMING FORM
Target Audience
Willow was positioned around the idea that healthcare seating should feel more human. The visual direction emphasized warmth, comfort, and adaptability, framing the product not just as a chair, but as part of a broader care environment designed for patients, visitors, and staff.
The content was developed for a B2B audience that included designers, specifiers, dealers, and decision-makers in the healthcare sector. The goal was to present Willow as a flexible seating solution that could meet the practical needs of healthcare spaces while also contributing to a more comfortable and thoughtfully designed environment.
Our Approach
Working in collaboration with the corporate design team at Global Furniture Group, I managed and produced multimedia assets to support the Willow launch. The approach focused on building a cohesive visual system across social and digital channels, combining polished product storytelling with supporting content that gave the campaign greater depth and range.
Final Outcomes
Objective
Create a cohesive set of launch materials that introduced Willow as a healthcare seating solution defined by comfort, warmth, and versatility. The objective was to support the product launch with multimedia content that communicated the product clearly, elevated its visual presence, and extended its reach across digital and social platforms.
Team
Creative Direction (Social)
Nicholas Kalimin
Anya Georgijevic
Art Direction & Styling
Models
Carol
Courtney
Justin – Ledrew Models
Alexia – Carolyn’s Model and Talent Agency
Make-Up Artist/Hair
Sophie Hsin – Plutino Group
Photography
Video/Digital Media Production
Nicholas Kalimin
Set Design
Results
The project resulted in a cohesive set of multimedia launch assets that helped introduce Willow in a polished, engaging way across digital and social channels. The work expanded the campaign beyond product marketing alone, creating a broader visual story that highlighted both the design of the seating and the collaborative process behind the launch.
Other Work
(Case Studies)
Branding, Graphic Design, Logo Design