Questech

Questech is the largest manufacturer of metallic tiles in the U.S.

Role: Creative Director - Brand Architecture, Interior Design, and retail and Digital Marketing

$Another prime example of the Questech brand included a pop of color to play with the refractive nature of the tile and accessories.$

Questech interiors included pops of color to elucidate the refractive nature of the tiles.

The Outcome

The Challenge

Questech faced its most significant challenge in grappling with brand inconsistency and outdated installation images. Founded by a visionary artist whose sculpting practice revolutionized the tile industry with a unique blend of substrates, the company pioneered innovative form and function in architectural finishings.

However, the interior product photography lagged behind, conveying a dated aesthetic reminiscent of a French-colonial meets Jersey City suburbs motif from circa 1989. To align the product catalog with contemporary trends in 2014, a modernized approach was imperative, transitioning to a clean-lined zen aesthetic.

In contrast to my previous work designing and photographing interior builds for the Daltile product catalog, Questech could only afford digitally-rendered product installations. Initially commissioned by Questech to render their interior designs in Photoshop, I gradually earned their trust as a creative consultant which resulted in a four-year consulting role as their Creative Director. Eventually, they entrusted me with leading the rebranding efforts for their 2016 product lines.

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product installation and interior design: staging, photo direction, photo editing (auto-cad and photoshop)

The Role:

The founders of Questech were eager to collaborate with me due to my previous role as the Senior Art Director for DalTile in my role with Square One Agency. Having recently relocated to the tranquil surroundings of the deep Texas coast to care for my grandparents, the opportunity to work remotely amidst the coastal wilderness was ideal. Our collaboration began with modest endeavors, focusing on styling and designing interior scenes for product images. Questech shipped me tile samples for individual photography and scaling, allowing me to propose product photos and interior designs that not only elevated the brand but also resonated with our target demographic: architectural firms and new homeowners. Leveraging my retouching expertise to the fullest, I meticulously composited tiles, wallpapers, furniture, greenery, and even adorable puppies into captivating compositions.

As our partnership evolved, I expanded my scope to encompass diverse projects such as product packaging, retail displays, and sales sheets for private labels at major retailers like Lowes and Home Depot. Gradually, I transitioned into shaping sales collateral, catalogs, web designs, trade show materials, and both print and digital advertisements for Questech's sub-brands, Dorset and Sandgate. With a keen eye for detail, I refined typography and branding elements while meticulously mapping out product positioning across the entire product line.

In 2014, Rachel Saunders joined the team as the new Senior VP of Marketing, marking a significant milestone in our branding journey. Together, Rachel and I crafted a comprehensive branding strategy that aesthetically unified the sub-brands under the overarching Questech brand umbrella while still preserving the unique identities of each product line. This strategic decision to phase out the sub-brands was bold and required strong leadership buy-in, which Rachel adeptly spearheaded. With a relentless focus on brand unity, on-trend imagery, and consistent design, we navigated through the complexities of legacy sales agreements and streamlined Questech's product offerings to simplify the audience experience and strengthen the brand's presence in the market.

Overseeing the design and brand architecture with an iterative approach, I led the charge in implementing rolling changes that culminated in the achievement of unified brand architecture. The Questech brand now epitomizes "Innovation + Versatility" across all touch-points, from photography and typography to iconography, interior styling, and copy tone.

As the Creative Director at Questech for nearly four years, commencing in late 2013, I spearheaded transformative initiatives that propelled the company to unprecedented success. In 2015, Questech experienced a remarkable surge, surpassing sales goals by leaps and bounds. This remarkable achievement was further amplified by the launch of a new website and the unveiling of the 2016 catalog, which not only bolstered sales but also expanded distribution channels.