Amy Hundley (Malcolm)

Role and Responsibilities: - Designed concept and layout of all look book pages - Worked with the Art Director and Copywriter to develop pagination and stories - Met with client (merchant marketing team) to develop relevant merchandise stories - Re-laid pagination to create a more concise story throughout the book - Designed an online-only bug to label relevant product - Updated all design changes from proof and final proof meetings - Presented work to internal and external stakeholders

For this project, photography was picked up from a packaging photo shoot. I was met with a challenge because the images were shot so far in advance that one of the main brands in the book, Sonoma, received an overall re-brand by the tine I started to lay out the patio look book. The images from the packaging shoot did not fit the new brand space, which used an emotional tie with the customer instead of a focus on product. The Creative Director challenged us to create more of an emotional tie using the images we had and to push our original design. Luckily, there were additional shots that had been taken on the photo shoot that were more in the moment, and I used those wherever I could swap them out for the original product shot. I also used cropping to create a more inspirational feel. An additional spread was purchased by the Marketing Department to create an opening editorial spread to provide the customer with an emotional tie and excitement for outdoor entertaining.

The client wanted to show the vast variety of furniture pieces of the main collections shown in the book. They also wanted to show how some of the collections could be interchanged to create a unique set. I designed a concept and presented a solution that I felt would meet all of their needs without cluttering the book. I created a spread that was dedicated to showing all the products available in store and online of the five main Sonoma collections, including a callout to the two mix and match collections. Callouts were placed on the specific collection pages to bring the customer to this spread for more information about the pieces available.