This proposed brand campaign was created for an architectural firm with a reputation for bringing more charm and curiosity — and less ego — to the table.

The campaign expresses their differentiation through an engaging, conversational tone, paired with a sunny palette framing photos of their inspiring work.

Art direction and design: Julie Lang. Copywriting: Tim Hackney.

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.

Art direction and design: Julie Lang. Copywriting: Teresa Elliott. Creative direction: Nancy Wellinger.

The NIIC is a nonprofit launchpad for new businesses and business ideas in Northeast Indiana. The rebrand signals an organizational shift from innovator and intellectual leader to collaborator and welcoming partner within the larger community.

The brand components were developed with the intent of offering an accessible concept and framework for internal adoption and use.

Art direction, design, and animation: Julie Lang. Strategy: Beth Taylor.

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 entirely redesigned, 70 page, quarterly magazine included a large format, updated editorial structure and a more modern look and feel — all aiming to engage a new, younger audience.

The UofM grads were surprisingly excited about receiving a printed publication, with our efforts resulting in a new high in subscription rates.

Art direction and design: Julie Lang.

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 book to tell their story.

Art direction and design: Julie Lang. Creative direction and copywriting: Peter Bell. Illustration: Jack Unruh. 

Product guide meets hockey rule book; the Herman Miller hockey-themed TV spot for the Aeron Chair inspired a rule book.

The book presented the chair’s features in a fresh, engaging way while also providing helpful guidelines for seated hockey play.

Art direction and design: Julie Lang. Copywriting: Beth Smith. Illustration: Brian Durren. Photography: John Roe.

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 with accompanying transcripts (pictured below). 

Art direction: Julie Lang. Creative direction and copywriting: Peter Bell. Directed and produced: Peter Silen and Washington Square Films. Editing: Brett Nicoletti and Wild (child) Editorial. 

This Chicago-based foundation works to foster a vibrant local arts community. The rebrand 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.

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

Art direction, design and illustration: Julie Lang. Copywriting: Beth Smith.     

The video, GET REAL, celebrates Herman Miller’s history of design originality and authenticity as a counter to 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.

This brand book was designed for Woosah Outfitters, a hand-crafted art and outdoor-inspired gear company. The book is intended to educate and inspire new employees while reinforcing brand culture, with a tone that is thoughtful, fun and engaging. The pages of the book sing, thanks to the joyful creativity of the brand artist, Rae Lang.

Art Direction: Julie Lang. Strategy: Beth Taylor. Design, copywriting and illustration: Rae Lang, owner of Woosah Outfitters.

This book was created to acknowledge the unique challenges and insider experiences of the Herman Miller sales staff. The invented terms have become a regular feature of the sales staff vocabulary.

Art direction and design: Julie Lang. Creative direction and copywriting: Peter Bell. 

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 and illustration: Julie Lang.

The Locus brand combines the ideals of elevating local retail with creating more vibrant communities through the use of a smart digital platform. As an existent start-up, Locus had the digital interface in place and was ready for the next phase of brand development — to both elevate and better articulate the offering.

Art direction and design: Julie Lang. Strategy: Beth Taylor. Copywriting: Val Foley.

In this concept, Aetna’s expansive brand color palette served as a metaphor for the company’s lived commitment to diversity. This theme was applied to Aetna’s internal website, posters, floor tiles event activities and more.

Art direction, design and copywriting; Julie Lang. Strategy; Beth Taylor.

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. Creative direction and copywriting: Jim Gorman.

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.

Hour Detroit is an upscale, large format, monthly magazine focused on home, fashion, food and travel. As the Design Director, I redesigned the section formats and adjusted the design with the goal of making each issue a bit more lively, polished and engaging (with the help of our talented team).

Design direction: Julie Lang.

The Avemco aviation insurance website was redesigned to reflect the smart, no-nonsense personality of the brand and their customer base. The site is organized around the five types of insurance offered, and easy access to Avemco agents.

Art direction and design: Julie Lang. Creative direction and copywriting: Jim Gorman.