Art Director | Graphic Designer
Collaborative creative direction for a proposed in-home catalog focused on strengthening brand storytelling through a more editorial approach and reduced product density. The goal was to demonstrate the value of creating more visual space for brand messaging by highlighting best sellers and key styles that best represented the brand, while simultaneously introducing the catalog to a larger audience of prospective customers.
I led the art direction and design for the catalog’s visual storytelling. The aesthetic was defined by a soft, limited color palette enhanced with gel lighting, crisp white surfaces, strong directional shadows, and very minimal, intentional propping.
The resulting test proved that reducing product density did not negatively impact sales, while also successfully capturing the attention of a new audience.