The élan brand features contemporary lighting in artistic forms, and Kichler wanted the catalog to convey this unique look with the photography, images and minimal copy. For the first two catalogs, I designed and performed the production, provided the photography direction, named the product collections, managed the proofing process and attended press approvals. The first 176-page catalog was perfect bound with a soft-touch aqueous + spot UV cover. Most of the fixtures were originally chrome and crystal so I chose a predominantly black layout to really help showcase the product.
For subsequent catalogs, I work with the Kichler Lighting team, while performing the Art Direction and complete production of the layouts. I have worked on 10 catalogs since 2013 that range from 30 to over 300 pages. The brand look has evolved from a mostly black style to incorporating a range of gray tones. I created a new brand look and layout design that included angled layers and an integration of predominantly white pages that was introduced in 2018.