creative / art direction
australasian award-winning images & collateral that creates sales.
At Kathmandu (iconic outdoor clothing & equipment brand) twice-yearly brochures were a significant business expense and as well as generating a significant proportion of sales activity in Australia, New Zealand and the UK, they also defined the branding look and feel for that year.
I lead a team of up to 12 models and photographers to locations such as Canada and Vietnam for month-long photoshoots with a budget of $500,000.
As well as art directing these shoots I initiated significant improvements including:
Reconfiguration the brochure for flow and ease of use.
Used ‘real’ people as models such as adventurers for authenticity and credibility.
Provided travel tips and vignettes to enrich the brochure for readers.
Formed partnerships with regional tourism bodies for complimentary travel, accommodation and prizes, and advice.
Partnered with a PR agency to bring Australian media to Tasmania for an adventure weekend where they could test our products and culminating in an instore fashion parade.
Prominent in-store merchandising consistent with the theme.
The revised brochures went on to win the Australian Catalogue of the Year award and generated $100,000 of publicity including cover of the Virgin inflight magazine.