JCP Home Launch 13

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Project Brief:

The project’s goal was to launch the new furniture and window brands for 2013. Just under 200 pages, it required the efforts of 6 art directors to design and shoot. While I had a hand in designing some of the institutional and furniture pages, most of my work went into the window section. Comprising the last 3rd of the book, the section was based on the successful 2013 window book which I also designed and art directed.

Creative Notes:

I wanted to improve on the window layout from the last book. First I simplified the size chart treatment, going to more of a line list rather than full chart. We also wanted to show more of the texture in the color options. I made the live area for the color swatches consistent for each program regardless of how many colors there were. We also didn’t shoot flat swatches, but rather gave each a slight roll with directional light to showcase the texture. For my window shots we divided the programs to show a modern, neo classic, and traditional setting. Instead of having a separate section for alternative uses we worked those into our feature shots. The window hardware we shot with just the decorative finials, sans rods, to try to romance them up a bit as well. The whole section opens with a dramatic full gatefold with a measuring guide inside.