Winter 2017 HOW In-House Design Awards: Consumer

The HOW In-House Design Awards recognizes the very best creative work produced by designers doing in-house work for corporations, associations and organizations.

Outstanding Achievement Winner

Dunlop Website Redesign



Company/Organization Dunlop, Benicia, CA; | Creative Team Jimmy Dunlop, Joey Tosi, Graham Shaw, Justin Butler, Mick Waller, Fred Andres, Josh Bettenhausen, Joseph Trau

Merit Winners

1. Finish Line Woodfield Mall Fitting Room and Hallway Wrap


Company/Organization Finish Line, Indianapolis; | Creative Team Jeremie Dunning, Aimee Rogers, Jason Steiner, Kevin Smola, Ben Clemens | Details Finish Line wanted the outcome to reflect the energy, personality and attitude of its relatively young target audience, while also projecting its own. Speaking to the customer through handmade messaging tailored to locals was extremely important in making that connection.

2. 25th Anniversary


Company/Organization Equinox, New York City; | Creative Team Elizabeth Nolan, Timothy Strudwick, Juliet O’Reily, Juliana Frankovich, Jonathan Conway, Gisela Delgado, Maria Rosaria Gambino, Vanina Kim, Justin Miller, Linda Linko | Details Simple, powerful statements decorated Equinox clubs for the 25th anniversary of the brand, proclaiming loudly and proudly how far the brand has come—and why it’s never backing down.

3. Dunlop New Products Winter 2017


Company/Organization Dunlop, Benicia, CA; | Creative Team Jimmy Dunlop, Joey Tosi, Graham Shaw, Justin Butler, Mick Waller, Max Baloian, Josh Bettenhausen, Fred Andres | Details For the first time ever, Dunlop’s marketing campaign didn’t feature male guitar players, but a young woman tossing the products around, having a good time bucking the snootiness and cork-sniffing that can sometimes dog the industry.

4. The People Who Make Design Within Reach


Company/Organization Design Within Reach, Stamford, CT; | Creative Team Michael Sainato, Jamie Ficker, Gwendolyn Horton, Peter Hapak, Rational Beauty | Details Design Within Reach works with an incredible group of talented, passionate and dedicated designers—and it’s their pleasure to share those designers’ stories with the world. In this campaign, designers from 14 countries are represented, with ages ranging from 29 to 89.

5. Aeron Remastered


Company/Organization Herman Miller, Inc., Holland, MI; | Creative Team Kelly O’Hara, Mark Beard, Paul Teft, Sam Grawe, Heather Madden, Stephen Floyd, Ryan Ganss, Eric Ishii-Eckhardt, Richard Elder | Details While its iconic form has remained largely unchanged, the Aeron Chair has been remastered from the casters up to meet the needs of today’s work.

6. OXO SteeL Barware


Company/Organization OXO, New York City; | Creative Team Lauren Brynn Lucas, Nicholas Vissichelli | Details OXO SteeL barware products bring together function and sophistication through premium materials, durable construction and thoughtful design. The sub-brand redesign highlights the product form and steel material with graphics and photography.

7. HPB Gift Card Designs


Company/Organization Half Price Books, Dallas; | Creative Team Meredith Mathews, Allyson Bradley, Mark McKenzie, Kathy Doyle Thomas, Choochyun Chung, Tosh Spencer

8. Spider-Man Interactive App-Enabled Super Hero


Company/Organization Sphero, Boulder, CO; | Creative Team Rory Overdorff, Kate Chouinard, Chrissy Quinlan, Hunter Clawson, Julie Boyle, David Saucedo, Taylor Gair, Cary Marks, Nick Tolve, Brad Vermeer, Bryan Rowe, Josh Peters, Ellory Gillis-McGinnis, Matthew De Goes, Albert Co | Details The objective was to create a premium packaging design and communicate different ways to play with a first-of-its-kind product for the company.

9. Sotheby’s Art Crush Aspen


Company/Organization Sotheby’s, New York City; | Creative Team Molly Sailors, Sandra Burch, Jaclyn Capostagno, Stephen Stanger, Soho Letterpress | Details This invitation for Sotheby’s annual event that takes place during Aspen’s Art Crush engages contemporary art collectors.

10. Sotheby’s S|2 Li Jin: A Devoted Foodist’s Journey to the West


Company/Organization Sotheby’s, New York City; | Creative Team Hannah Belken, Jacque Hsu, Mee-Seen Loong, Sandra Burch, Eric Van Speights, Nancy Bubowski, Lydia Moon, Louise Lui | Details Artist Li Jin is known for his sharp, witty and often irreverent observations of people, food, wine and places. The exhibition design and invitation to a private dinner with Jin were playful inspirations of the works to be sold in Sotheby’s Los Angeles gallery. Every detail down to the tablecloth drew inspiration from Jin’s work.



Company/Organization Comcast, New York City; | Creative Team Thomas Loretan, Steven Leardi, Robb Degidio, Elizabeth Kell, Angela Amato, Peter Simon, Marcus Loechner, Lily Jen, David Cline, Alexis Calabrese, Cristobal Oltra, Jason Silverman, Hilary Beck, Henry Dickson, Lee Sargent, Brendan Rohan, Geoffrey Zabell, Christopher Taylor, Keith Rangnow, Matthew Jocelyn | Details XFINITY xFi has taken the typically daunting and often tedious aspect of network configuration and created a seamless, easy-to-use app.

12. Brick Bottle Opener Packaging

Company/Organization YETI, Austin, TX; | Creative Team Karina Munguia, Caitlin Greenwood, Alan Kahler, Michael Bergman, Maura Holland, Trish Olives | Details This packaging had to be worthy of a $50 bottle opener and substantial enough to carry its heft, all while living within the toughness of the YETI brand and justifying the purchase of the $50 product.

13. Lyft Economic Impact Report


Company/Organization Lyft, San Francisco; | Creative Team Meghan Newell, Ellen Black, Ricardo Viramontes, Mark Teater, Shawn Norlin,  Mandy Zibart, Virginie Morgand |
Details It was a challenge to both bring order to Lyft’s Economic Impact Report and to find a visual system that was inviting but still clean enough to portray the service as a safe and solid option. Multiple formats were used: a digital PDF, a print booklet, an abbreviated second print format (postcards) and a website.


Note: The HOW editorial staff assisted in the judging of this category.