The Challenge: Scaling a Global Powerhouse
Decorative Films is an undisputed leader in the architectural glass industry, managing a massive portfolio of over 700 proprietary solutions for a client roster that includes Microsoft, Apple, Disney, and Starbucks. The objective was to lead a comprehensive brand evolution that unified this extensive library into a high-performance experience for architects and Fortune 500 developers worldwide.
I developed a visual identity system that transformed a complex SKU count into a cohesive brand story—spanning digital platforms, technical iconography, and global trade show environments—to ensure the brand remained the gold standard for innovation and quality.
The Execution: Scaling the System
I led the comprehensive brand evolution for Decorative Films, designing a unified system that spans digital catalogs, physical packaging, and large-scale trade show environments. I developed a bespoke library of technical icons and scannable layouts to simplify 700+ product SKUs, ensuring critical data like UV rejection and privacy levels are instantly accessible to architects and designers.
Beyond the technical system, I served as the creative engine for the brand’s marketing—art directing high-impact photoshoots for both product and dynamic lifestyle photography to elevate the brand's visual storytelling. From engineering "BIM-Ready" digital assets to designing the full spectrum of marketing collateral and environmental graphics, my work ensures a seamless, premium brand experience at every touchpoint of the customer journey.
The Challenge: Transforming a Massive Museum
The objective was to execute Jeffrey Gibson's vision for "POWER FULL BECAUSE WE'RE DIFFERENT," a large-scale exhibition that required:
Immense Scale: Covering the massive, historic windows of MASS MoCA’s Building 6.
Vibrant Precision: Translating Gibson's signature bold, geometric, and indigenous-inspired color palettes onto transparent surfaces without losing saturation.
Complex Interplay: Creating a "stained glass" effect that shifts throughout the day as natural light moves through the museum, requiring perfect clarity and color uniformity.
The Solution: Custom-Engineered SOLYX® Dichroic & Translucent Films
Decorative Films utilized its most advanced material technologies to bring the artist's digital visions into the physical space:
Bespoke Fabrication: Working directly with the artist to select and manufacture custom translucent colors that could withstand high UV exposure while maintaining brilliance.
Dichroic Innovation: Using multi-layered film technology to create shifting color spectra, ensuring the installation looked different from every angle and at every hour.
Expert Integration: Coordinating the logistics of a massive industrial installation within a sensitive museum environment, ensuring the film applied flawlessly to aged, historic glass.
The Impact: A Landmark Achievement in Modern Art
Aesthetic Dominance: The installation transformed the museum’s architecture into a living prism, garnering international acclaim from art critics and architectural journals.
Brand Elevation: This collaboration positioned Decorative Films not just as a manufacturer, but as a creative partner capable of meeting the rigorous demands of world-class artists and curators.
Cultural Significance: By supporting Gibson’s work, which explores themes of identity and indigenous culture, Decorative Films reinforced its identity as a forward-thinking, culturally invested global leader.
