One of the firm’s first projects was in modernizing a popular cafe in the heart of the Door Peninsula, a thriving tourist destination surrounded by nature. Through solidifying Base Camp’s brand elements, re-inventing its online footprint, and creating an abundance of content to show what Base Camp provides to the community. This project took a few years to complete with planned sessions to capture the honest and compelling narrative of a French-Wisconsin-inspired culinary experience that brings many together.

A LookBook is a publication similar to a portfolio, but that represents products or services rather than presenting previous work. Within the context of the pages, one should understand better the mission of the brand. Usually, there is a combination of both text and vivid graphics using compelling imagery. Being the first published ZMFK Creative Look Book, we saw an opportunity to explain the impact good design may have with online platforms.

CMYK refers to the four inks used in color printing and the scheme for combining these primary pigments: cyan, magenta, yellow, and key. The key color in the world of printing is now black which helps limit the number of other inks needed to create an image. Usually printed on white paper, which reflects light, the four inks are used and subtract that light to create vibrant colors.