All Swim had worked with their previous graphic designer on their yearly catalogue design for nearly 10 years, but on announcing an impending career change, All Swim were left with a dilemna. A quick search online however got them in touch with me and after successfully winning a competitive pitch, I was commissioned to work on the All Swim Catalogue.
At 120 printed pages this project was a big challenge but All Swim were keen for a complete refresh on their previous work. With sections ranging from above ground pools and hot tub chemicals to pool heating and swim spas I recommended a colour coded page edge running throughout to help direct customers to relevant sections quickly. With an emphasis on family fun and child friendly products I also decided to place more emphasis on impactful photography and clearer product placement. A more rigid page grid structure also ensured technical information was clearly presented and legible.
As with most professional print projects, the deadline was tight. However, I successfully delivered the final perfect bound printed catalogue on time and the change in direction has been well received by both suppliers and customers alike. All Swim are already planning changes to the next edition!
