DRI DUCK Apparel Catalog

• Enhance Visual Appeal: Use high-quality custom photography to showcase the durability, comfort, and style of DRI DUCK apparel, making the products both desirable and relatable.
• Brand Reinforcement: Maintain and enhance the brand's image of ruggedness mixed with comfort, suitable for both work and outdoor adventures.
• Increase Engagement: Design a catalog that not only informs but also engages the reader, encouraging them to interact with the brand through purchases or online connections.

1. Research and Inspiration:

• Market Analysis: Studied current trends in outdoor and workwear fashion, focusing on how competitors present their products in catalogs and online.
• Brand Identity: Deep dive into DRI DUCK’s heritage, understanding the ethos of durability, functionality, and outdoor adventure.
• Inspiration: Looked at high-end fashion catalogs and outdoor gear publications for inspiration on layout, photography style, and narrative engagement.

2. Photography Strategy:

• Location Shoots: Organized shoots in environments that reflect the typical use of DRI DUCK products, like construction sites, farms, and manufacturing sites. This setting choice not only provided an authentic backdrop but also told a story through the environment.
• Model Selection: Use of actual workers (instead of paid models) who could better embody the spirit of DRI DUCK's customer – hardworking, adventurous, and diverse in age and background to broaden appeal.
• Photography Style: Employed a mix of natural light and professional studio lighting to capture the texture and quality of the fabrics, with a focus on action shots that show the apparel in use, not just displayed.

3. Design Execution:

• Catalog Layout:
  • Cover: A bold, striking image that captures immediate attention, featuring a worker in a dynamic pose wearing DRI DUCK apparel, with the brand's logo prominently displayed.
  • Interior Design:
    • Grid System: Utilized a clean, modern grid layout allowing for flexibility in product display, text, and imagery.
    • Color Scheme: Predominantly earthy tones with pops of color from the apparel, reflecting the outdoor theme but keeping readability high.
    • Typography: Selected fonts that convey reliability and professionalism, yet are legible and modern.
• Product Presentation:
  • High-Impact Images: Large, detailed images of the apparel in action, showing durability features like waterproofing or reinforced seams.
  • Details and Close-ups: Close-up shots of fabric texture, stitching, and functional details to emphasize quality.

4. Digital Integration:

• Developed a digital version of the catalog with interactive elements like links to online marketing information, embedded videos, and direct links to purchase items online.

5. Feedback and Iteration:

• Conducted formal reviews with client to gather feedback on the catalog's design and effectiveness.
• Made iterative changes based on feedback, particularly focusing on clarity of information, ease of navigation, and the emotional impact of the photography.

• Increased Engagement: Noticed a significant increase in customer interaction with the brand through inquiries about the products featured in the catalog.
• Sales Boost: Reported an uptick in year-over-year sales, especially of items highlighted with dynamic photography.
• Brand Perception: Surveys indicated an enhanced perception of DRI DUCK as not only a workwear brand but also as a lifestyle choice for outdoor enthusiasts.
• Award Winning: The DRI DUCK Catalog won serveral industry awards including a PPAI Gold Pyramid Award for Sales Support Materials

This project not only revitalized the DRI DUCK catalog but also set a new standard for how outdoor workwear can be marketed through visual storytelling and superior product presentation. The success of this catalog has paved the way for future marketing materials to incorporate similar strategies, ensuring that DRI DUCK continues to connect with its audience on both a functional and emotional level.

• Authentic environments and real-life scenarios in photography resonate well with the target audience.
• High-quality, detailed product imagery can significantly influence purchasing decisions.
• Integrating a narrative into product display helps in building a stronger brand connection.