{"id":482,"date":"2018-10-24T13:42:34","date_gmt":"2018-10-24T18:42:34","guid":{"rendered":"https:\/\/blogprodproxy.wpengine.com\/?p=482"},"modified":"2025-08-26T08:49:43","modified_gmt":"2025-08-26T13:49:43","slug":"brand-positioning-with-print-how-to-create-a-product-lookbook","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/brand-positioning-with-print-how-to-create-a-product-lookbook","title":{"rendered":"Brand Positioning With Print: How to Create a Product Lookbook"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>Alex Braica is a talented Portland-based designer who\u2019s known for his artful skill at stripping away the unnecessary and drawing attention to what matters most. His clients include established iconic global brands like Nike, a while brand like <a href=\"\/\/www.harkavyfurniture.com\" target=\"_blank\" rel=\"noopener noreferrer\">Harkavy Furniture<\/a> is on its way to becoming one. Their first task for Braica? A product lookbook.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\"><a href=\"#clean-and-simple\">Designer Alex Braica created a clean, minimalist lookbook for Harkavy Furniture<\/a> that acted as a \u201cpaper-based showroom\u201d during their debut at a major design event.<\/span><\/li> <li><span data-sheets-root=\"1\">Using <a href=\"#hammering-out-the-details\">Smartpress\u2019 perfect bound booklets and premium print services,<\/a> the lookbook framed their furniture in a way that matched its refined, \u201cbrutal modern\u201d aesthetic, turning heads in a sea of handouts.<\/span><\/li> <li><span data-sheets-root=\"1\">The collaboration was a success. As <a href=\"#from-craigslist-to-first-dibs\">the Harkavy brothers aim to rise from Craigslist roots to iconic status,<\/a> the print piece became a pivotal moment in their brand evolution, setting the tone for how they present their work to the world.<\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/2B8A2039_edit.jpg\" alt=\"Product lookbook\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">wood and welded steel CORTADO coffee table and LADDER BACK dining table<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p class=\"p1\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"clean-and-simple\">A Clean and Simple Product Lookbook<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>When furniture builders, brothers and surfing friends Dylan and Wesley Harkavy received an online shout-out by the high-design social influencer Design Milk for their handcrafted, wood and welded steel CORTADO coffee table, they were inundated with inquiries. Among them was a request from Dwell Magazine to participate in their Los Angeles design show.<\/p> <p>\u201cThey needed a <a href=\"\/\/smartpress.com\/offering\/perfect-bound-book\" target=\"_blank\" rel=\"noopener noreferrer\">lookbook<\/a> for the event,\u201d Braica said. \u201cIn essence, it had to serve as a paper-based showroom for both their furniture and ideology.\u201d Since they shared a love for clean, simple design and longboards, Braica told them he\u2019d help &#8211; and bring a premium online printer like Smartpress along.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/0007_2017-10-SP-Harkavy-Furniture-High-Res.jpg\" alt=\"Brand lookbook\"   \/><\/div><\/p> <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/2B8A2042_edit.jpg\" alt=\"Perfect binding\"   \/><\/div><\/p> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 style=\"text-align: left;\">Stylish Custom Book Printing<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>Even though their furniture was already being celebrated by design enthusiasts as far away as Dubai and Australia for its \u201cbrutal modern\u201d style, it was clear that \u201cwe needed to stand out in an expected sea of paper handouts at the event,\u201d Braica said. Dylan agreed. \u201cI\u2019ve always been into photography,&#8221; he said, \u201cSo I knew I could do the product shots, but we needed Alex\u2019s help to differentiate us [and] brand us.\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm pullQuote\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cThe goal was to provide some insight into the Harkavy Furniture process, ideology [and] story, and get people excited about what Dylan and Wesley are creating.\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/2B8A2031_edit.jpg\" alt=\"Full color book printing\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Product photography shot for lookbook by Dylan Harkavy<\/p><\/figcaption><\/figure><\/div>  <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/2B8A2006_edit.jpg\" alt=\"Custom book printing\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Icons that represent the full line of Harkavy furniture<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p class=\"p1\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"hammering-out-the-details\">Hammering Out the Details With Custom Options<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cI knew I needed to showcase the whole furniture portfolio \u2013 there were some 22 pieces, in a way that made sense,&#8221; Braica continued. \u201cI had to make something that would stand out in the same way their meticulously designed and handcrafted collection did, that would be easily digestible among a convention center full of paper handouts.\u201d<\/p> <p>With <a href=\"https:\/\/smartpress.com\/offering\/perfect-bound-book\">Perfect Bound Booklets<\/a>, Braica found the premium look and feel he needed. Plus, with Smartpress&#8217; online printing services offering everything from <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">paper stocks<\/a> and <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/text-weight-vs-cover-weight\">weights<\/a> to <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a> and <a href=\"https:\/\/smartpress.com\/support\/color-ink\/black-vs-full-color-printing\">black and full-color ink<\/a>, the booklet printing process was easy.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cIn the end, I decided to represent the clean lines and function-inspired design of their work by introducing a strong grid and eliminating unnecessary content,\u201d Braica said. And it&#8217;s that design that made the professional, clean <a href=\"https:\/\/smartpress.com\/support\/product-resources\/how-to-choose-the-right-book-binding\">binding<\/a> of a perfect bound book ideal for this online printing project.<\/p> <p>\u201cIn my mind, the most important thing was framing their design-driven furniture in a way that highlighted the thoughtful moments that set it apart.&#8221;<\/p> <p>&#8220;It\u2019s why I used lots of white space and detail-oriented photography to bring attention to those moments. And why I did a stylized illustration pattern for the inside cover,&#8221; Braica continued. &#8220;Each of the icons represents a different piece of HF furniture, offering a sneak peek at what\u2019s inside and another moment to take it all in.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<div id=\"metaslider-id-549\" style=\"width: 100%;\" class=\"ml-slider-3-62-0 metaslider metaslider-flex metaslider-549 ml-slider ml-slider-lightbox-1-12-0 ari-fancy-lightbox-1-3-8 ms-theme-default nav-hidden\" role=\"region\" aria-roledescription=\"Slideshow\" aria-label=\"Harkavy\">\n    <div id=\"metaslider_container_549\">\n        <div id=\"metaslider_549\">\n            <ul aria-live=\"polite\" class=\"slides\">\n                <li style=\"display: none; width: 100%;\" class=\"slide-551 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-551\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0012_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=59de22649eb521415124f1500b5f3123\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0012_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=3202da850798fc86d6f58d7d4b63c48a\"   alt=\"\" class=\"slider-549 slide-551\" title=\"Alex utilized white space throughout the book.\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-636 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-636\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/hero.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=5b9d91b711bc98f91f94fb1fd5e98a53\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/hero.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=71081226d880cc3e7730103420047379\"   alt=\"\" class=\"slider-549 slide-636\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-637 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-637\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0004_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=0cb0a549a4c8e7ba88eb758d1fe360aa\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0004_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=ffa67f0e1ecaa387f7fde9b24bbfba3f\"   alt=\"\" class=\"slider-549 slide-637\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-574 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-574\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/2B8A2027_edit.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=3d1c811e6fafb0124bffb319d148486f\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/2B8A2027_edit.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=e68538a93aec01db6277f79cd834ef17\"   alt=\"\" class=\"slider-549 slide-574\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-555 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-555\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0011_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=794a45b8dd8ce689202ae4be22bf9d59\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0011_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=79f7588d7c9a29a05d987b8a7ca563c6\"   alt=\"\" class=\"slider-549 slide-555\" title=\"Harkavy Furniture look book features full bleed photos and minimalist type.\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-575 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-575\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/2B8A2032_edit.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=6021b48de544b94f5faefe02cd20fce3\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/2B8A2032_edit.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=c0ddbaf73a66820be5dc81b4a6cab876\"   alt=\"\" class=\"slider-549 slide-575\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-573 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-573\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/2B8A2020_edit.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=3677feb33efee51b95deba20044b0744\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/2B8A2020_edit.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=ca97b99dfbdc570fccc1fc50c63ddd18\"   alt=\"\" class=\"slider-549 slide-573\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-553 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-553\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0010_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=5b106378d02c6f7dc5fc6e436cdcc814\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0010_2017-10-SP-Harkavy-Furniture-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=835764ab39093477a85d48b6c949d03e\"   alt=\"\" class=\"slider-549 slide-553\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-635 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-635\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/harkavy_edit3_crop.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=2917712cdd6ad88dcf6a220fa04f38f1\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/harkavy_edit3_crop.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=feaba91b016ed8a8081fa45573b42ffc\"   alt=\"\" class=\"slider-549 slide-635\" data-recalc-dims=\"1\" \/><\/a><\/li>\n            <\/ul>\n        <\/div>\n        \n    <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-top-sm allowclickthru\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>An Inspired Collaboration<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p>\u201cThe goal was to provide some insight into the Harkavy Furniture process, ideology [and] story, and get people excited about what Dylan and Wesley are creating, and I think we did that,&#8221; said Braica. &#8220;People genuinely loved the lookbooks and the furniture. I can\u2019t tell you how many times I heard, &#8216;Wow, the furniture is beautiful.&#8217; Which is exactly what we wanted the print piece to do \u2014 frame the product in the best possible light.\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/2B8A2033_edit.jpg\" alt=\"Print your own lookbook\"   \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10\"> <h2 id=\"from-craigslist-to-first-dibs\">From Craigslist to First Dibs<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cBasically we\u2019re two brothers who love to design, build and create,\u201d said Dylan. \u201cEvery piece we make is a shared collaboration. Someday we hope our pieces will be as recognizable as a Herman Miller or an Eames.&#8221;<\/p> <p>Given their drive, passion and talent, and Braica&#8217;s thoughtful and intuitive branding to help tell their story, we expect that day to come very soon.<\/p> <p>&nbsp;<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><em><strong>Hint:<\/strong> <\/em>Get more inspo for your product lookbook:<\/p>\n<ul>\n<li><a href=\"\/blog\/on-press\/how-to-choose-the-right-paper-stock-for-your-booklet\">Choosing the Right Paper Stock for Your Booklet<\/a><\/li>\n<li><a href=\"\/blog\/on-press\/perfect-binding-the-sophisticated-choice-for-custom-booklets\">Perfect Bound: Print Booklets with a Sophisticated Binding<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><!--\/block--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"After an unexpected online shout-out from Design Milk, furniture builders and brothers, Dylan and Wesley Harkavy were invited to participate in Dwell Magazine\u2019s LA design show. They sat down with designer Alex Braica to tailor a standout print piece for the event.","protected":false},"author":8,"featured_media":629,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-482","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Positioning With Print: How to Create a Product Lookbook<\/title>\n<meta name=\"description\" content=\"Designer Alex Braica is known for clearing away clutter and getting at what matters most. See how he did that for a custom product lookbook.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smartpress.com\/blog\/printspiration\/brand-positioning-with-print-how-to-create-a-product-lookbook\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Positioning With Print: How to Create a Product Lookbook\" \/>\n<meta property=\"og:description\" content=\"Designer Alex Braica is known for clearing away clutter and getting at what matters most. 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