The élan brand features contemporary lighting in artistic forms, and the concept around the initial catalog was to convey this unique look with the photography, images and minimal copy. For the first several catalogs, I provided art direction, design, photography direction, named many of the product collections, managed the proofing process and attended press approvals. The first catalog was perfect bound with a soft-touch aqueous + spot UV cover. Most of the fixtures were originally chrome and crystal so we chose a mostly black layout to showcase the product. Several years of catalogs then followed the predominantly black concept.
For subsequent catalogs, I work with additional Kichler Lighting teams, while also fulfilling the art direction and production of layouts. I have since worked on over a dozen catalogs that have ranged from 30 to over 300 pages. The brand look for the catalogs has evolved from a mostly black style to incorporating a range of gray tones. In continued development of the brand, I created a look and layout design that included angled layers and an integration of white.