As part of its marketing strategy, Angel's Face produces 2 seasonal catalogues per year; one for their Spring/Summer and the other for their Autumn/Winter collection.
Firstly, it is my job to prepare the artwork. We meet with the team and decide on the products, images and flow of the catalogue i.e. which images are the strongest, what images would work best for the front cover, retouching, what stock do we have, what products will we be pushing, what order the collections be shown in etc. Having agreed on the visual elements of the catalogue, I go away and prepare a few mockups. I then share my mockups with the team, who usually rip my designs to shreds forcing me start over (welcome to the life of a designer).
When everyone is eventually happy with the designs and they're signed off, focus shifts to the marketing strategy and specs: how many people we send the catalogue to, who they are, incentives/offers, A/B testing and landing dates. Circumstances often require us to react and adapt. For example, due to logistic complications as a result of the Covid-19 pandemic, we decided to adjust our strategy by not sending catalogues to our international customers.
Once I have the specs, I email them to a shortlist of printers that we work with, cross reference costs and select the one to handle the printing project for us. I then prepare the artwork for print, oversee proofs and quality control.
Finally, we monitor KPI's to determine the success of each campaign: response rate, AOV and ROI .
Below are a few examples of catalogues I have worked on.
SS19 Catalogue
Winter 18 Catalogue
Autumn18 Catalogue
