MINTED | 2018 HOLIDAY CATALOG

art direction, brand development, design

The 2018 Holiday catalog marked the first large-scale application of Minted’s new brand guidelines. This meant rethinking everything we’d done in years past. For this milestone project I developed new typography and layout standards to pair with the updated photo aesthetic being developed by the Creative Director. Like the updates I had just spearheaded to the packaging, the look needed to be fresh while staying true to our focus on creatives.

These principles were combined with the look of the season, inspired by the modernist movement of architecture. Each composition provides a thoughtful structure to showcase aspirational product in an accessible way. Throughout the featured images, evidence of human life is beautifully present—down to an unfinished cookie.

As the Lead Designer it was my responsibility to develop the strategy and pagination for this project directly in partnership with the CEO of the company given the significance of both the category and the rebranding project. I directed the Production Artists in the aesthetic of the assets and provided guidance on layout, including hands-on support. As needed, I stepped in to assist the Creative Director in providing Art Direction to our Photographers.