FatFace • Creating a catalogue for the US market

“Combining beautiful photography with hand-drawn layers of page furniture made this project for FatFace US a joy to work on”

Brief

As part of the brand’s quest for greater exposure in the US market, the team approached me to concept and design a catalogue that would appeal to an American audience by incorporating an integral ‘Britishness’ into the design.

Concept

My idea was to reflect the abundance of fresh air and freedom expressed in the Autumn/Winter images, largely shot outdoors on cold sunny beaches and by cosy Autumn firepits, in the design of the pages. The images featured a lot of cool blues, sea greens and misty greys, and I used an Apple Pencil to ‘paint’ a watercolour wash in these tones which could be used as a headline swatch and multiplied over a paper texture background. I designed the pages to reveal a story - an aspirational lifestyle of windswept beach walks, chilly sea dips and family picnics, on a seven-column grid which I methodically broke to give the images a consistent misalignment and freedom on the page. Squared-up model shots sit alongside product cutouts to give the pages movement and interest. To further enhance the provenance of the products and backstory of the brand I hand drew a range of icons to look as if they had been freshly stamped in grey ink on the pages, loosely influenced by a passport stamp aesthetic, as well as a line-drawn union flag.

The team

Client FatFace

The finished product