Stio puts out roughly 10-12, 50-64 page catalogs annually. Since being hired in 2018, I’ve worked on over 60 books, almost 2,000 spreads and countless drafts.
In addition to selling product, the goal of the catalog is to tell the story of Why We Exist. Each book showcases the aspirational people for whom the garments are designed and help customers make informed purchasing decisions.
A key aspect of my work was selecting and editing mountain lifestyle photography, creating a cohesive collection of spreads highlighting both people and product.
While the epic lifestyle photography is a critical part of the Stio aesthetic, the need to highlight a specific style didn’t always align with our photography assets. With the rigorous printing schedule, using flat lay product photos, or roping my co-workers into modeling, was a regular practice of mine.
Working closely with contracted photographers I became responsible for planning, styling and editing campaign-specific product shots. As well as designing campaign graphic: logos, icon sets, palettes and fonts.
Campaign identities and stylized product shots were used across all marketing platforms, not just in our catalogs. When designing these elements I kept the need for format versatility top of mind.
I believe work should be fun. My idea of Fun involves drawing dogs and lettering! Luckily I had the opportunity to do just that while cranking out catalogs.