2018 HOLIDAY CATALOG
ROLE | Lead Designer, Art Director
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—our typography, layout standards and photo aesthetic were all updated to modernize the brand. Like the updates to our 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 I directed the production artists in the aesthetic of the assets and guidance on layout including hands-on support. The strategy and pagination for this project was developed directly in partnership with the CEO of the company given the significance of both the category and the rebranding project.