My priority for this season was overseeing the direct mail including the catalogue. As per the new visual guide lines, the pages were kept stripped back, clean and simple, allowing the product to take centre stage. We printed this on a textured, sustainably sourced stock, this gives a premium feel to the catalogue and is in-keeping with the companies values around sustainability.
Using full bleed images allowed each collection or story to be introduced with impact. Continuing through, I used a mix of large and multiple, smaller image compositions to create a good pace. Key products brought in large units highlighted in large spaces, the compositions of smaller images used to inspire ways of wearing and accessorising these. Sprinkled through were atmospheric images to carry through the story of each collection.
Typography was used appropriately as per the visual branding guidelines. I took an opportunity to push this using the headers to mimic the story teamed with each collection. For example the transitional, sustainable print collection, was entitled “Stepping Lightly into Autumn” I typeset the characters as per the guidelines but staggered them across the opening spread for this story as if the words them selves were stepping forward into the composition. This was fun and visually drew peoples eyes across the page and further into the catalogue.