Aprilaire has two faces, B2B and B2C, and the audiences couldn’t be more different. Kramer developed a business-to-consumer brand look that had all the breadcrumbs of the established Aprilaire brand with a new richness and focus on the product. This approach appropriately contrasts the soft lifestyle imagery and colors consumers relate to. We established a style guide so all literature and advertising have a seamless cohesion, reinforcing the consistency of Aprilaire’s product quality standards.
Kramer went minimal and classic for this book showcasing undiscovered photography.