Catalogs
In the world of direct mail, the catalog is queen. It take the most effort to execute: marketing strategy, merchandising, creative direction, layout design, photographic art direction, copywriting, and more. I had a hand in it all while working on catalogs for Gardner White.
Summer Mattress Catalog
This catalog, out of all the ones I’ve created, is the one I’m most proud of for one key reason: it found a way to make mattresses exciting. Mattresses are not the most thrilling topic for a catalog because their value is not inherently visual.
Fall Sale Catalog
Fall is the season of coming together with friends and family, which was the underlying theme of this catalog. It was an interesting challenge to tow the line of being fashionable and promotional.
Black Friday Catalog
There are a lot of competing goals when producing a catalog: highlighting why buy at your company over the competition, pushing new products as well as old favorites, low priced items vs. high margin goods, and then there is keeping external brands happy. This catalog talked all those tasks AND managed to layer in some Christmas cheer.