Joules Clothing: Autumn / Winter Catalogue

CONCEPTS / ART DIRECTION / DESIGN Joules is a British, premium lifestyle brand. Each season, I designed catalogues that followed a particular theme behind the art direction and location photography to create a 'mood' for that season. Below is the Autumn / Winter "Windswept & Wonderful" 96 page catalogue which set the style for all collateral designed during this phase. This would translate across retail POS, trade and online. This new 'editorial' look to the catalogue was a huge success and was described as the most commercial brochure ever designed by Joules.

Working alongside the art directors, images from the location shoot were chosen. My role was to then brief styled flat photography to the photo studio and approve shots along the way. Typefaces and layouts were chosen and I worked alongside the copywriter who provided headers and body copy.