Catalog Creative for Print & Web.
Product Positioning: Telling the Story.
There are many creative ways to tell the story of your product in the language of design. Every design & production decision- (Tone of voice, typography, lighting & photo styling, location, model choices, color palette, etc.) will support the product story cohesively across multiple channels.
Your product is the inspiration and the star of the show.
With fully rendered layouts and defined conceptual boards, a clearly visible plan exists for producing the story with photography and copy. Stories are spun, information hierarchy established, hero images defined, supporting shots depicted, styling ideas identified, copy blocks accounted for, color palette inspired, location and studio shot counts established.
This is not just a pretty picture- it is a visual map to get us to the next stage that will help sell the project and will save time and money in photography and production.
Product Photography: Making a Statement.
A picture is worth a thousand words.... a beautiful product image is worth a thousand sales.
We believe that product photography is an art. It takes a highly skilled team of talent, a fully rendered plan and the intuitive taste and confidence to push the envelope and follow the light.
Fully rendered final layouts are accompanied to every shoot with a shot list. Photo days are organized with regard to location, models, backgrounds, studio.
This is a clear plan. Multiple variables such as weather,
merchandise issues, model issues must be skillfully juggled to stay on plan- meaning on time, on budget and amazing. That is the craft part of the project.
The art portion requires the ability to know an amazing image when you see it- to capture it confidently- to trust in the talent of the team to dance this onto the stage.
Production & Process: Putting on the Show.
Production is the fine skill of defining and directing the players for each project and combining all of the elements into one compelling presentation. Efficient process and resourceful project management will add to your profitability.
Teamwork, talent, precision, confidence, vision, long hours and lots of sweat. This is the labor part of birthing the project.
And when you have the magic ( images) in the can, all you can feel is the joy of a job well done.
Presentation: Prime time.
Experience counts. 15 plus years of catalog design for multiple national brands and lots of merchandise categories, in the fast paced world of multi-page catalogs for print & web.
Seasonal strategies, effective scheduling, brilliant budgeting and intelligent analysis of results are crucial to the success of your project.
It starts with a clear vision - presented in fully rendered design language, photography and copy produced efficiently to the plan, with intelligent production process and compelling marketplace presentation.
Profit: Positive Results.
Positive results are measured in sales. And like anything, they require consistent and continuous messaging to your consumer. All channels must support each other in delivering your message to your audience.
Compelling creative sells. Efficient compelling creative positively effects your ROI.
And yes- this is an example of one of my production charts- showing the overlay of a year's creative- the intersection of different parts of the process- where talent is at each point- where market impact is.
Positive ROI is culmination of strategic planning, effective marketing , intelligent management & process,
consistent competence, superb talent & intuition, intelligent process & analysis, and respect for the results.
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