Having worked for Showerdrape for just over a year, it was my privilege to be able to refresh their catalogue design for their 2015 collection.
I undertook my first job for Showerdrape in February 2014. It was to create a supplement brochure design that followed the same style as their previous 2013 catalogue. Happy to help but I couldn’t wait to get started on creating a piece of brochure design that had my fingerprints on!
Creating a fresher catalogue design
Effectively a wholesale trade catalogue, Showerdrape wanted a redesign of their existing brochure design style. Sounds simple, but with the main purpose to show off the product as best as possible this meant creating a piece of anti-design. What is anti-design you ask? A very good question. Basically it is design that is functional, non-obtrusive and gets the job done efficiently.
First and foremost I needed a graphic device that was complimentary but not loud. I had the idea of using the curved angle from Showerdrape’s logo to create graphic device that I could use throughout the brochure design. This had the added bonus of reinforcing the brand identity.
The next job was to carefully select a very readable typeface that looked great but didn’t overshadow the product. Following from this was a complimentary colour palette that was taken from the various products. This helped enable clear signposting throughout. And also had the added bonus of being less garish than that previous design. For the cover, I had the idea of using a bathroom floor tile effect and overprinting this onto silver to give the brochure a real sense of quality.
Once the brochure design and the copywriting was signed off, the next step was the photoshoot. Several sets, hero shots and multiple product shots successfully art directed and managed over the course of 3 weeks, I was able to move to artwork and ultimately print.
Projects like this take a great deal of time and attention to detail. But more importantly they have to sell the clients product whilst looking fantastic in its own right.
My client is delighted and it’s a real step up from previous years designs. I was really pleased as well, but moreover, it’s always nice to see client and design agency relationships really begin to flourish.