This internal video rallied Dell employees around the company’s belief in drive, intelligence and resilience. The circle shape of the Dell logo creates a visual thread from the opening to the last frame.

Art direction and design, Julie Lang. Writing, Judith Roth. Motion graphic design, Imaginary Forces.

Created as a follow-up to the Get Real film, this documentary—Real Voices—continues the story of authenticity. We wanted to capture the wisdom and authenticity of Herman Miller’s groundbreaking designers. The project took us across the U.S. and Germany and was shared with educators and students internationally through a DVD (case pictured below). 

Art direction, Julie Lang. Creative direction and writing, Peter Bell. Directed and produced, Peter Silen and Washington Square Films. Editing, Brett Nicoletti and wild (child) Editorial. 

As the voice of the alumni association, the University of Michigan Alumnus Magazine holds the potential to generate passion and excitement around the U of M brand. The recent redesign of the magazine was aimed at engaging a new, younger audience — who were surprisingly excited about receiving a printed publication.
The entirely redesigned, 70 page, quarterly magazine included a larger format, updated editorial structure and a more modern look and feel. The result, I hope, was a brag book that any grad would be happy to show off. 

Art direction and design, Julie Lang.

Instead of focusing on their hospitals and clinics, Allina Health, Minneapolis, wanted to offer meaningful insights into health. We wanted to make it human and engaging.

Design and Art Direction, Julie Lang. Writing, Teresa Elliott. Creative Direction, Nancy Wellinger.

These posters and postcards offer playful comparisons of what is real and what is imitation (not real), focusing on Herman Miller’s authentic designs in a sea of cheaper imitations and uninspired knockoffs. 

Art direction and design, Julie Lang. Creative direction and writing, Peter Bell. Photography, Big Event Studio.

Created for the annual International Contemporary Furniture Fair (ICFF), this brochure celebrates the company's furniture in starring roles on television and in the movies.

Art direction, design and illustration, Julie Lang. Writing, Beth Smith.     

Conceptual illustrations created for the Lake Michigan Financial Corporation annual report. Each illustration reflects a theme within the context of multiplicity and growth; 1. community upon community 2. success upon success and 3. referral upon referral.

Concept, design and illustration; Julie Lang.

A hockey-themed TV spot for the Aeron Chair inspired a Rule Book theme to present the chair’s features in a fresh, engaging way. It enjoyed extremely high readership.

Art direction and design, Julie Lang. Writing, Beth Smith. Illustration, Brian Durren. Photography, John Roe.

Turion Bamboo Traders not only imported the bamboo flooring product, but also developed and managed a unique production process in China and distribution model in the U.S. This important brand differentiation inspired the use of a map to tell their story.

Art direction and design, Julie Lang. Creative direction and writing, Peter Bell. Illustration, Jack Unruh. 

The video, GET REAL, celebrates Herman Miller’s history of design originality and authenticity to counter the proliferation of imitations and knock-offs in the marketplace.

Art Direction, Julie Lang. Creative direction, Peter Bell. Motion graphics design, Imaginary Forces. Music, Charles Mingus.

The Avemco aviation insurance website was redesigned to reflect the smart, no-nonsense sensibility of the customer base. Everything is organized around the five types of insurance offered, with easy access to Avemco agents.

Art Direction and design, Julie Lang. CD and copywriting, Jim Gorman.

An ad campaign for Herman Miller RED, a dot-com targeting young, creative business professionals. From the set design, ad concepts, packaging and logo design—everything supported the unexpected qualities of the RED product line. 

Art direction and design, Julie Lang. Creative direction and writing, Peter Bell. Photography, John Roe.

This book was created to acknowledge the unique challenges and work experiences of the Herman Miller sales staff. Many of these invented terms have become a regular part of the sales vocabulary.

Art direction and design, Julie Lang. Creative direction and writing, Peter Bell. 

Our goal was to increase Aeronautical Science enrollment at the university. Graduates were enjoying unbelievable careers; astronauts, U2 pilots and Goodyear blimp captains. Truly amazing lives were being lived in the air and around the world. How could we capture that excitement within such a limited budget? And how would we reach potential students?
The solution was to build an instagram campaign that would share the passion of every graduate, giving each one the opportunity to share their stories with students via #GoERAU. Those graduates who were selected for the print ads were sent our GoPro camera and asked to take selfies capturing them at work. This campaign also included trade show tactics and a microsite where students could virtually meet each graduate, experiencing their careers via images, text and videos.

The result was the reversal of a 13 year downward trend with a 15% increase in enrollment since the campaign launch.

Concept. art direction and design, Julie Lang. CD and copywriting, Jim Gorman.

In its early years, I was the Design Director of Hour Detroit, an upscale monthly magazine focused on home, fashion, food and travel. During this time we made design changes in the magazine with the goal of making each edition a bit more lively, graceful and clean. 

This brochure and series of product cards were created for Turion Bamboo Traders, an importer of bamboo flooring. The brand was crafted to reflect a mix of stories; an old-world trader bringing back wares from around the world (vintage logo style), their hand-in-hand relationship with manufacturers in China (highlighted through the storybook use of illustrations) and design-conscious photography supporting the meticulous quality of the product. A trade show booth and packaging were also created for the brand.

Art direction and design, Julie Lang. Creative direction and writing, Peter Bell. Illustration, Jack Unruh. Photography, Jeremy Frechette.

Rebrand for a Chicago-based foundation whose goal is to cultivate a vibrant local arts community. The logo expresses the ideals of Luminarts, with the "L" representing the structure and support they provide for visual artists, writers and musicians. The trio of creative disciplines are represented through the use of the three vibrant color palettes.

Art direction and design (logo design and brand art/design direction), Julie Lang.

This brochure visualizes the synergies between Yale and the business world to uncover deeper marketing insights.

Art direction and design, Julie Lang. Writing, Beth Smith.

The National Aircraft Retail Association required a brand refresh to better reflect the organization's high-caliber professionalism and strict certification requirements. The site now includes expanded search functionality, allowing visitors to access jet listings and find specific aviation service providers.

Art Direction and design, Julie Lang. CD and copywriting, Jim Gorman. Web development, Brian Humes.