Design Within Reach

Having worked with Rob Forbes, the founder of DWR, at the Nature Company, Kit Hinrichs was asked to develop an identity system and catalog for a new retail concept positioned between traditional contract furniture and retail department stores. DWR offers modern designs, quick-ship and moderately priced products to a previously unreached market—the design-sensitive non-designer.

     Our approach was to create the look of an "insiders catalog" with the name of the furniture designer prominently displayed. We have also created a second stage catalog for DWR, called Profile, directed exclusively to the design professional.

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