Spring-Fill
project type
Website
year
2022
my role
Design Lead
client
Spring-Fill Industries
project overview
Spring-Fill is the largest manufacturer of decorative loose-fill crinkle in the U.S. Honestly, if you've seen crinkle in a shipper or gift box, it's probably theirs. Our team developed a new brand look and feel, revamped their website and penned the new brand tagline 'we create wow' to reflect the joy that comes with seeing their product in action.
what I did
creative direction / website design / photography art direction
The brand creative direction was focused on making the crinkle the star of the show. Using a line art illustration style to mimic the boxes their crinkle comes in—and the pieces protected by the crinkle—we were able to show their product in a way it hadn't been seen before.
Along with reflecting the energy of the brand, Spring-Fill's new website needed to function as an interactive catalog of the cuts and colors available—and showcase all the different ways crinkle can be used.
We built our crinkle 'boxes' by hand (and with lots of spray glue), shooting as many shapes and sizes as possible to give ourselves maximum flexibility in post-production.
