A distinctive brand language for Piet Boon

Studio Piet Boon is a globally operating exterior, interior, and product design studio recognized for creating the perfect balance between functionality, aesthetics, and individuality. We developed a luxurious DM pack and incentive to promote Piet Boon’s impressive project HUYS in New York, and the Piet Boon furniture collection.

Tailored sales tools

Studio Piet Boon asked Smel to develop sales tools for prospects in the high-end housing market and collection dealers. To present the studio as multidisciplinary in a luxurious and distinctive form. We came up with an exclusive DM pack with a card set that explains the collection: living, dining, outdoors, and the other activities: background, architecture, interior architecture, and styling. In line with the DM pack, a folding poster was also developed as a handout for the ICFF furniture fair especially to promote the collection and the HUYS project by Studio Piet Boon in New York.
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The collaboration with Edgar and Carlo is what you want as a customer. Deepening, genuine interest in company, brand, and assignment and then translating the briefing into a creative tour de force. Clear in communication, fair in pricing, and everything delivered according to plan. What a relief. Keep it up, guys.

— Aad Boon, interim CMO
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High-end luxury appearance

The DM pack is specially designed from Piet Boon’s widely used size ratio of 4 to 4. The cover cardboard has a very tactile feel and luxurious appearance. On the cover, a cross-section of a tree trunk has been pressed up in embossing. Each card is folded in a zigzag and represents a discipline of the studio in images and text. The incentive is a large format poster folded to pocket format printed on fine art paper.
Piet Boon
Aad Boon
Amy van der Werff
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