Editorial

The problem:
Promo catalogs are designed to sell products, but too often they end up feeling more like a list of products than an inspiring creative experience. Rethink the art materials catalogs as something people would actually want to spend time with. Part product catalog, part art magazine.

The solution:
We treated the pages as an opportunity to push the creative possibilities of the products themselves. Rather than simply showing art supplies, we used them to make the art. Vibrant color, experimental layouts, illustration and photography came together for a dynamic bridge between catalog and magazine. And it worked. Promotional sales increased with the new format.

My role:
Art direction, illustration, and leading a collaborative team of designers and photographers.