This project centered around the concept of working with and creating a catalog for a company of our choice. This particular project allowed f0r the ability to explore art direction with concept, design, and photography for the catalog. The project required a minimum of 4 spreads (cover, table of contents, catalog category, and product detail) with either two extensions, a complete catalog, or both.

In terms of my selection process, I kept in mind the idea of photography. I did not want to use stock photography, and I knew the only product(s) that I had a great deal of and was accessible to was clothing from Express. It then seemed only fitting that this would be my company of choice, and as I researched the company through their mission statement and company website, I found that something was missing between their concept and their direction and advertising execution and that was more of a concept of lifestyle. Travel and words associated with movement were numerous and dynamic, and signaled to me a direction that would take this idea of travel and lifestyle as a source of not only these ideas, but also the idea of the clothing not just "fitting" into a specific location or destination, but the destination inspiring the clothing.

The location selection was one that needed to be similar to the location we were currently in; Columbus, OH. The closest, and also fashion-inspiring location that I could think of was Seattle, WA. So I began research on Seattle fashion trends, particularly that of the downtown/urban city. Next, I began researching and sketching ideas for what photos styles, design , and what the copy and content of this catalog could be. The next step then was in regards to photography.

When planning this I had an incredible fashion photographer in mind, one who also attends the same college. I knew that if I could work something out, and if he would work with me, this catalog had the ability to achieve well and beyond what I could even imagine. To my wonderful delight he said yes, and already had models in mind. We met, and I created a mood board and showed him my sketches, and we were planning for a fashion shoot on Sunday, Feb. 11.

I began coming up lists of accessories and items to bring, items that we still needed and what photos for each spread that we needed to have, just to be prepared. On Sunday, we all selected which outfit each person would wear, and traveled to five locations to take photos that were reminiscent of Seattle's urban location. After a fun and fantastic photo shoot with a great photographer and models, the photo shoot was a wrap.

The final parts of this catalog came together after the photos were edited, the copy was added, and the spreads were finished. The results evoked the sense of travel and lifestyle that I was hoping to captivate into this catalog design. Without doubt, this assignment was the most enjoyable, and the most fun that I have had on any assignment. There is no way that I could have created this project without the gracious of help from the following talented people:

Photographer: Preston Gaines Huey
Models: Jay Gaughan
Heather Hodges
Tyler Justice
Carson Weaver

There is no way in which I can say how grateful and thankful I am for your help and support. Thank you!