• Boutique Furniture Company Crafts Lookbook for Launch

    Alex Braica is a talented Portland-based designer who’s known for his artful skill at stripping away the unnecessary and drawing attention to what matters most. His clients include established iconic global brands like Nike and those like Harkavy Furniture, that are on their way to becoming one.

    wood and welded steel CORTADO coffee table and LADDER BACK dining table

    Clean And Simple

    When furniture builders, brothers, and surfing friends Dylan and Wesley Harkavy received an online shout-out by the high-design social influencer Design Milk for their handcrafted, wood and welded steel CORTADO coffee table, they were inundated with inquiries.  Among them was a request from Dwell Magazine to participate in their LA design show. “They needed a lookbook for the event,” Alex said. “In essence, it had to serve as a paper-based showroom for both their furniture and ideology.” Since they shared a love for clean, simple design and longboards, he told them he’d help.

     

    Stylish Standout

    Even though their furniture was already being celebrated by design enthusiasts as far away as Dubai and Australia for its “brutal modern” style, it was clear that “we needed to stand out in an expected sea of paper handouts at the event,” Alex said.  Dylan agreed.  “I’ve always been into photography,“ he said, “So, I knew I could do the product shots but, we needed Alex’s help to differentiate us, to brand us.”

    “The goal was to provide some insight into the Harkavy Furniture process, ideology, story, and get people excited about what Dylan and Wesley are creating.”

    product photography shot for lookbook by Dylan Harkavy

    icons that represent the full line of Harkavy furniture

    Hammering Out The Details

    “I knew I needed to showcase the whole furniture portfolio – there were some 22 pieces, in a way that made sense,“ Alex continued. “I had to make something that would stand out in the same way their meticulously designed and handcrafted collection did, that would be easily digestible among a convention center full of paper handouts.”

    “In the end, I decided to represent the clean lines and function-inspired design of their work by introducing a strong grid and eliminating unnecessary content,” Alex said.  “In my mind, the most important thing was framing their design-driven furniture in a way that highlighted the thoughtful moments that set it apart. It’s why I used lots of white space and detail oriented photography to bring attention to those moments. And why I did a stylized illustration pattern for the inside cover. Each of the icons represents a different piece of HF furniture, offering a sneak peek at what’s inside and another moment to take it all in.”

    An Inspired Collaboration

    “The goal was to provide some insight into the Harkavy Furniture process, ideology, story, and get people excited about what Dylan and Wesley are creating,” Alex said.  “And I think we did that. People genuinely loved the lookbooks and the furniture. I can’t tell you how many times I heard “Wow, the furniture is beautiful.” Which is exactly what we wanted the print piece to do — frame the product in the best possible light.”

    From Craigslist To 1st Dibs

    “Basically we’re two brothers who love to design, build, and create,” said Dylan. “Every piece we make is a shared collaboration.  Someday we hope our pieces will be as recognizable as a Herman Miller or an Eames.“ Given their drive, passion and talent and Alex’s thoughtful and intuitive branding to help tell their story, we expect that day to come very soon.

     

    Print Details

    Perfect Bound Book

    120# Coated Matte White Cover, 100# Text Coated Matte White Pages, 6 x 9 Landscape Format

    create yours

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