Turning Trends into Possibilities
The Koroseal Design team brings our brand to life through the designs and exhibits showcased in trade shows, marketing materials, inspiration mood boards, CEU’s, and most importantly, our products. Creating innovative, design-forward products for an evolving market is no easy task. The Design Team takes the challenge head on, collaborating with multi-functional teams, traveling around the world, attending various design shows, conducting market and design trend research, and testing new innovative solutions. No single day is the same.
“One of the things I love most about what we do is that it is different every day. We might go from collaborating on a design for a new product one day, to the next day working on a concept for a trade show, or conducting future trend research.”
- Traci Kloos, VP Design & Development.
When it comes to new products, the design team is closely involved throughout the project—from trend-forcasting and design inception, through the market research process, product development, sales training, and beyond. Not only does the team help to create the new design, but they also are challenged to ensure the intent of the design remains intact throughout the product development process.
“Every product has its own story, unique challenges, and talented people who helped bring it to life. The most rewarding part of my job is watching those ideas—and the people behind them—come together as our teams solve problems, overcome technical challenges, and continually refine the design along the way.”
- Stephanie Hiles, Director of New Product Development & Design
All Koroseal products strike a balance between creativity and functionality. When developing new wallcovering designs, the team first considers the market segment and how the product will be used within a space. Some designs are intentionally more utilitarian, serving as a supporting element within the overall aesthetic, or helping to create a cohesive interior. Others are designed to make a statement and become a defining feature of the space.
Recently, for hospitality projects where the wallcovering is intended to be a focal point, the design team has been experimenting with larger-scale patterns printed on mylar and foil substrates. These specialty substrates introduce a subtle shimmer to the finished product, adding dimension and visual interest to the design. This has been an exciting new execution for the team to explore and share with customers.
As passionate creators themselves, the design team loves collaborating with customers. Koroseal customers work with our designers in a variety of ways. At the project level, designers can be brought in for consultation or customization discussions, but they also sometimes educate customers while providing centralized CEU’s, or supporting education around new product launches. During market research, the design team also gathers input from customers to help identify design needs and influence preliminary designs of future patterns.
“Customer service revolves around giving a voice to our customers. We love interacting with our customers, and our sales team members. Hearing their feedback on new product ideas and initiatives really drives excitement about what we will do next!”
One of the Design Team's core initiatives is to think beyond the individual components of a project and consider how every material selected works together to tell a cohesive story. As VP of Design, Traci inspires her team to design spaces that nurture people aesthetically, emotionally, and spiritually. By taking this holistic approach, the team helps to create environments that are not only beautiful and functional, but also welcoming, comforting, and deeply personal. Helping customers bring their dream spaces to life is at the heart of everything we do.
