Client: Serta
Creative Direction and Design: Jon Hoban
Production: Jon Hoban
Scope: Explain differences in products, show how advanced features work.
Objective: Launch new line of online only office chairs. Each chair has unique features. The target audience is 18-45, technical, sits for long hours, and/or suffers from discomfort sitting. This customer is looking for chair tailored to the way they sit.
Concept: Represent each chair with a specific color. Focus on a detail shot with technical graphics as a visual aid. Keeping a simple and straightforward look to communicate quickly online.
These chairs have advanced seating technologies that require an explanation.
This e-comm specific collection has a tech savvy target audience that works from home or participates in long hours of gaming. Along with that, it’s gender neutral and needs to appeal to a slightly older customer.
The graphics promote benefits in the product design that are too subtle to recognize.
Photoshop