Company: Brooks Running Shoes
Role: Designer
The Brooks Running Holiday Catalog 2024 was designed as a powerful revenue-driving tool, blending inspiration with practicality to showcase the brand’s best offerings. With a strong focus on footwear, the catalog elevated head-to-toe looks through strategic storytelling and visually compelling layouts.
For this project, I collaborated with my teammate to develop the art direction, creative strategy, and execute the creative vision. My key responsibilities included:
Developing the concept
Layout design
Art direction during photoshoot
Press/printing check
Challenges
This project came with a unique set of challenges:
Adapting to a new paper size and new paper type, which required careful adjustments to layout and production workflows.
Incorporating the new Brooks Running branding, ensuring a seamless transition that maintained brand integrity and elevated customer experience.
Results
Thanks to our teamwork, seamless collaboration, and an outside-the-box design approach, we achieved outstanding results, including:
96% of the revenue goal achieved
3.8% Conversion Rate, exceeding the actual rate of 2.96%.
11.5% growth in Average Order Value (AOV)
In-person press check
As part of this project, I had the opportunity to travel to Milwaukee for an in-person press check, which proved to be an incredibly valuable learning experience.
Being on-site allowed me to observe the printing process firsthand and perform real-time color proofing. This hands-on involvement was both insightful and rewarding, enabling me to ensure a high-quality final product that exceeded expectations.