FASHION CATALOGS
2. “Simplicity” Catalog
ART DIRECTION / CAMPAIGN DESIGN / SET DIRECTION / EDITING / TYPOGRAPHY / GRAPHIC DESIGN / CONTENT CREATION
THE CHALLENGE
Simplicity is a complex brand with many different fashion designers and internal brands as well as licensed brands. While working with these diverse brands, I maintained enough consistency between them to make them recognizable as the umbrella Simplicity brand while also highlighting what was unique about each.
(Please note that while Simplicity also has categories such as home, craft, and children’s in the complete catalog, here I showcase my work with the fashion side of the brand).
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THE EXECUTION
As Senior Art Director, I had to consider both internal and external stakeholder objectives. I planned and directed all photography down to the smallest detail, honoring the styles and sensibilities of individual brands while keeping them visually and aesthetically connected to the larger Simplicity brand.
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THE RESULT
I created numerous visual storylines for each Simplicity sub brand that upheld their individual strategies while simultaneously creating a cohesive brand for the catalog. This approach kept Simplicity at the top in a competitive niche fashion sewing market.
