FASHION CATALOGS
1. “New Look” Books
ART DIRECTION / CAMPAIGN DESIGN / SET DIRECTION / EDITING / TYPOGRAPHY / GRAPHIC DESIGN / CONTENT CREATION
THE CHALLENGE
Make a singular fashion campaign from diverse designer looks each season, finding a common thread to create fashion spreads that are cohesive when put together.
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THE EXECUTION
I kept the photography and type design clean, fresh, and airy throughout the book. Models reflected the youthful attitude and trend awareness of the consumer demographic. (Note the New Look logos were printed with Pantone PMS inks which do not have an accurate appearance on screen).
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THE RESULT
Over the eight-year period I worked on the New Look brand, it experienced significant growth, surpassing competing brands in the same price bracket.
The catalogs and store campaigns reached across the US, Canada, Europe and Australia.
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