CLOAK Catalog Project
I created a CLOAK clothing catalog to have a better understanding of catalog layouts. CLOAK doesn't have a catalog yet so, I used information and stylization I found on their websites and social media. CLOAK is a clothing brand owned by a Youtube group comprised of: Markiplier, Jacksepticeye, and Pokimane. They aim to sell clothes that are comfortable and video game related.
Their channels always feel very put together, clean, and professional. I wanted that feeling to reflect on my catalog so went for a more minimalist style. Since their brand is still very new they often experiment. The style is ever changing to appeal to different audiences. Often they will post inconsistent content for humorous reasons to keep their audience entertained. Cloak wants it’s viewers to feel like they aren’t part of the corporate side of business. They want to feel like they’re one of us and that we can trust them. For this reason, I did try to keep that humor in the catalog with playful photos along with the dark mysterious content.
Flat designs for the front and back covers.
Moodboard
To understand the visual style of CLOAK, I collected some of their images from social media and their website. I added them along with similar content I found on Pexels. Overall they take pictures in the studio with colored lighting that is often dark and foggy. The other type of photography allows viewers to see details on their clothing in better lighting. The founders often model and promote their products on their Youtube channels. Understanding this was important to find a similar style to create the catalog in. Another observation is that they often use humor in their photos and advertisements.
Moodboard credit CLOAK and Pexels.
Type Experiments
The first step in my design process is planning the layouts and creating type experiments. Inconsistent logos on their official branding means that I need to plan out the best look. Amongst my brainstorming process, I had to think about how much video game influence to add to their logo. I really enjoy looking at their website so I picked a variation of typewriter type for the body of the catalog that was similar.
Type experiments to find the best typeface and help with readability and recognition.
Layout
Planning my layout was the next step in my process. I wanted the catalog to feel organized and consistent. I used photoshopped models to add more personality to the spreads. Thinking about flow from page to page was also important. I used a lot of close-ups of the products to show more texture and the header colors were similar to the products to bring it all together.
Flat plans and layout sketches to organize the project early rather than later.
Products Page
I decided to combine the products page and the overview of CLOAK paragraph with information on what the brand does. Donating to charities and showing how profits can help can be a reason for people to want to buy their products. I also experimented with how readers could interact with their website and decided to leave the QR code on the outside of the catalog instead. Leaving the website at the bottom was enough to draw attention if they wanted to order products.
The draft and final products pages.
Lifestyle Spread
Originally I had a different layout for the lifestyle spread but I decided to change it to match the rest of the catalog and make it more consistent. The floating images make up a large portion of my catalog's style. I felt it highlighted important details about products and how they would fit on customers.
Lifestyle drafts and final design.
Main Feature Spread
As the project went on, I made some changes to how the headers and overview looked. I matched the color of the header to the content with a bright red color. Removing the green, even though it matched one product, felt much more cohesive with the rest of the images that contained red. I also used photoshopped images of the products to help build the layout and guide readers throughout the catalog.
The final designs for the main feature and draft.
Terms & Conditions
This was my first time creating something with terms and conditions. I gathered data from their website and tried to put together a list that wasn't too overwhelming. After some feedback from my peers, I removed the dividers because they they weren't necessary and using bold type alone was enough to separate it to form better hierarchy. I also added a section for reviews because seeing this builds trust with the audience.
Terms and Conditions spread and draft.
Style Guide
Planning my layout was the next step in my process. I wanted the catalog to feel organized and consistent. I used photoshopped models to add more personality to the spreads. Thinking about flow from page to page was also important. I used a lot of close-ups of the products to show more texture and the header colors were similar to the products to bring it all together.
Reflection
Mockups were created of the final product. I tried to make the cover exciting to their target audience, gamers. Overall I think the creators would be very accepting of the catalog I designed for their brand. Using a catalog to display their products monthly could also help them promote and share their content with more people. If I had to do this project again I don't think I would do anything different. All the design decisions I made feel right to me and my peers really enjoyed the action-y cover. They also felt my layouts were well organized.
Final designs for the CLOAK catalog.
This catalog was created for a class project, with no affiliation to CLOAK
All images, logos, products, videos, and other copyrights or trademarks featured, mentioned, or referred to within the project are the property of CLOAK. The use of the trade name, copyright, or trademark in my student portfolio for identification and reference purposes only and does not imply any association with the copyright or trademark holder of their product or brand. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders. CLOAK does not sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders.
Stock photos used courtesy of Pixels.
