Since Crew Tool hadn't developed a visual identity, the challenge was to start from the existing logo and develop a theme for the catalogue, without having been engaged for a branding exercise. Seeing what could be possible through the catalogue got the team excited to broaden our scope and take what we did to the website.
My priority with this catalog was to maintain a sober, minimalistic aspect, while playing with layouts and image composition to create a visually pleasing, organized catalogue for print.
