The La-Z-Boy Annual Report was truly a labor of love. The beginning of the project was every designer in the agency submitted concepts and mockups for the La-Z-Boy executives to review and choose. My design was unanimously chosen and I set off to work.

The process was a long one — many meetings with the La-Z-Boy account managers to flesh out the creative brief, brainstorming sessions, and combing through thousands of product photos. The theme I presented and finessed was one of woven thread. The weave of the upholstery, the weave of form, function, and style, and the weave of the various subbrands and their audiences and what they needed and found important. I visually supported these threads through the crossing lines and subtle fabric patterns interlaid within to gracefully lead one page into another.

The end result was a very happy client.