For creators of all kinds.
On the heels of the HB2 legislation that was passed in NC, I created this cover to show support for the transgender community that is also aligned with the company brand and values. The trick to a successful catalog cover is creating synergy between the image, message and merchandise. The message needs to be on brand, connect with the image and drive customers to a product category in the book or online. A strong image never works alone. In addition to this, a cover needs to have emotional appeal. So to WOW the client, I try to approach each cover from an intuitive, heart-centered place to get the design where it needs to be.
REBRANDING PROJECT.
We recently went through a cross-channel rebranding to freshen up our creative to feel more contemporary and better feature our differentiators around sustainability. I created our new brand guideline document to ensure cross-channel consistency. For our catalog, I worked with our copywriter on storyselling to explain the customer benefits in a way that would matter to them. I also did some of the writing myself that you can see on the April back cover. (you'll see that I'm a big fan of The Magic School Bus) I directed our talented print manager as she uplifted the product pages while I designed the covers for this entire run, back covers for April, August and September, selected imagery for all the featured frame presentations on all the product pages, and created the room environments for the 2-3 spreads in June, August and September. I'm very proud of the work we did on this book.
Summer 2017
April Rotational Pages
May Rotational Pages
June Rotational Pages
August Rotational Pages
September Rotational Pages