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Art Direction, Photo Editing
Art Direction, Photo Editing
Overview
The project involved conceptualising, planning, and shooting all necessary photography for KROFT’s first services catalogue. As a local furniture manufacturer, KROFT required print material that showcased its products and services effectively. The project also included overseeing the art direction of the final print material, ensuring a cohesive visual identity.
Challenge
The challenge was to create a visually appealing catalogue that highlighted KROFT’s furniture capabilites in a way that communicated both craftsmanship and quality, while ensuring a seamless integration of photography with page layouts. Coordinating with another designer who handled the layout and printing processes required efficient collaboration and attention to detail.
Approach
Using the carefully crafted copy from KROFT as the foundation for conceptualising the overall visual direction of the catalogue, the next step was thoughtfully planning the photography to reflect the brand’s identity. Working closely with the graphic designer responsible for layout, we ensured that the final design was both functional and aesthetically aligned with KROFT’s values. This collaboration resulted in a high-quality print material that successfully showcased the products.
Conclusion
The completed services catalogue effectively highlighted KROFT’s furniture offerings with strong visual appeal and clear communication of the brand’s values. The project’s success was a result of the seamless collaboration between designers and careful attention to detail, ultimately producing a professional and impactful marketing tool for KROFT.
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