PRINT » Catalogs
Wrangling a plethora of images, pricing, and specifications is a bit like herding cats and requires expert organization and software skills. Appealing page layout should be enticing while structure of information flow should offer ease of locating desired products. Smart asset management and file handling expedites production processes and reduces costs. These skills are why I am sometimes referred to as a catalog cowboy around certain campfires.
Meyer Place at Ferndale » Style Specifications Book & Pocketed Carrier
Luxury, lake front condominiums located in Wayzata, MN.
CHALLENGE: Create a marketing tool to assist in securing a minimum number of $1-3 million dollar unit sales before construction could begin. Provide a tangible reference for early home buyers anxious to make design selections for their newly purchased homes.
SOLUTION: Create an emotional lifestyle piece, as well as a functional specifications catalog for all custom interior design selections. Visuals and messaging must appeal to the affluent home buyer, as well as reflect the culture of a community in a highly sought after real estate location.
ROLE: Design lead in collaboration with the Meyer Place at Ferndale marketing team.
- Concept design creation & presentation
- Art direction/visual design
- Page layout/production
- Print vendor management
PROJECT DETAILS: Pocket folder carrier and inserted spec book design and production specifications:
- 10″ x 10″, finished
- 44- page (40 pages + cover)
- 4-color process
- Unique pocket folder with saddle stitched 16-page guts (lifestyle brochure) + gusseted spine for inserted spec book
- Specialty waffle pattern, uncoated matte paper cover + dull coated guts
RESULTS: Design pieces were well received by the marketing team and home buyers and have become coveted “coffee table” books as they were a limited print edition. Builder successfully procured the required number of unit sales and broke ground in 2018. The structure is well under progress with occupancy slated for fall 2019.
Print » Catalogs
ZEBRA » Yoga Catalog/Brochure
- Design layout + brand management.
- 9″ x 6″, 3-panel roll-fold.
- 4-color process.
Fuji Sports/Hatashita Sports » Mizuno Catalog
- Creative concept through Production.
- 9″ x 6″, 16- page (12 pages + cover).
- 4-color process .