Winter Buyers Guide, 2011 - Our Buyers Guide focuses on selling specific products and has a more creative approach than our other catalogs. The spread above talks about our private label dog food.
Winter Buyers Guide, 2011 - Our Buyers Guide focuses on selling specific products and has a more creative approach than our other catalogs. The page above talks about choosing the right clipper for your horse.
Summer Sale Catalog 2012: Cover - As the creative lead of this catalog, I designed covers, key spreads and art directed the opening spread. I also coordinated with marketing, merchandising and other designers to complete the job.
Summer Sale Catalog 2012: Opening Spread
Summer Sale Catalog 2012: Back Cover
Spring Main Catalog, 2012 - Our 272 page catalog is printed biannually, and its focus is to show our breadth of product. I redesigned the plus size apparel section to showcase our private label for spring 2012.
Spring Main Catalog, 2012 - Our 272 page catalog is printed biannually, and its focus is to show our breadth of product. I redesigned the plus size apparel section to showcase our private label for spring 2012.
Spring Main Catalog, 2012 - Our 272 page catalog is printed biannually, and its focus is to show our breadth of product. I redesigned the fly control section and introduced a "fly solutions" chapter opener for spring 2012.
Spring Main Catalog, 2012 - Our 272 page catalog is printed biannually, and its focus is to show our breadth of product. This is the opening spread, featuring fly solutions.
Chapter Opener - Each section of our 272-page catalog features a "chapter opener" that spans either a page or a spread.
Icons - In Fall 2011, I designed a consistent set of icons for use in all of our catalogs. The box above showcases our icons and can be seen on the opening spread of each catalog.
"It Pays to be Smart" Dotwhacks - The "It Pays to be Smart" series talks about all the great benefits SmartPak has to offer its customers. They are used in all of our catalogs.
Font Styles - I created new character and paragraph styles for our catalogs in Spring 2011. All of our catalogs now use the same fonts and a similar hierarchy.
Dotwhacks - These dotwhacks call out reviews, size charts, personalization, cross-sells and more product selection online. They are used in all of our catalogs.
SmartPak Canine Catalog, Spring 2010 - The canine catalog was a 70 page book that featured dog food, supplements and products.
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SmartPak Equine Catalogs
Project Date: 2009-2012.
Software: Adobe InDesign.
Project Role: Designer.
SmartPak Equine is a horse supplement and riding supply company. My main focus as a designer was the creation of over 35 catalogs, each designed to achieve a specific sales objective. I created a new catalog style guide featuring fresh icons, callouts, and typefaces. Projects ranged from 272 page biannual books and smaller targeted catalogs to buyers guides and direct mail.
