When you sell products, nothing beats having them expertly displayed in a catalog to hand out to your customers. As a buyer, there is just something about holding the book in your hand, flipping through the pages and having the ability to make notes on the pages. And even though many things have gone digital, nothing beats having a physical object to interact with.
As the resident graphic designer for The Howard Elliott Collection, it was up to me to create this catalog experience for our customers. Four times per year new designs would be introduced and we needed to show them off to current and potential buyers. So for each roll out, I would take contact sheets of every style being introduced and cut them up so I could create groupings and style boards for each spread.
This might seem like a tedious step, but it was important to me that the spreads made sense and that each page flowed into the next as if I was telling a story. I wanted to keep the reader turning the pages and be intrigued by what they saw.
For each catalog, I:
• Took, edited and formatted the product photography, capturing the shape & detail of each item
• Created lifestyle images in photoshop. Dropping the product image into stock photography to create lifestyle images
• Wrote the product spec copy and placed that and the provided romance copy on the pages
• Designed the page layouts
Each booklet was available in print format and also in a digital version on the company’s website, or to be emailed. This references the Fall 2020 New Introduction Catalog I created for The Howard Elliott Collection. 96 pages of new products placed on spreads incorporating text, environment images and silo product images on each one. You can view the catalog in its entirety on the Howard Elliott Website >
I’d love to hear what you think of this design. Tell me in the comments below.
Thanks for checking out my work and reading along!
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