Capezio Spring 2016 Catalog

Goal

The previous catalog had been beautiful and well received, but very expensive. To keep producing the large catalog at the same quality, my goal was to create a modular catalog design that would reduce the size of the catalog while keeping the focus on the beautiful product images.

My Role

In helped to plan shots, including the models, poses and the items they wore. I also helped develop the photography style; clean shadows against a white backdrop.

The layout of the inner page was the main tool I designed to solve the problem of space. The three-up design was flexible enough to accommodate closeups and full-body shots, and there was opportunity to bleed photos off the side of the page. This allowed for continuity throughout the book while making sure each page had its own character. I created all the InDesign templates and styles, did some of the production and then guided a freelancer in the rest of the production.

The Outcome

The catalog size was reduced by 40%, which allowed Capezio to keep the beautifully printed marketing tool in their budget. The Creative Director was very happy with my solution to the space problem.