The first catalog that I designed for the Futon Shop was a 36 page, full color brochure, showing all of the different frames, fabrics and accessories. Many of these photos were taken at a photoshoot at the owner’s private home in Petaluma, CA, where I art directed a half-dozen models and dogs, a photographer and assistant, and the nervous owner. We were going for an every-man kind of look, rooms that anyone could look at and imagine themselves settled comfortably in the furniture.
For the following year, I changed things up and created a tool to help salespeople on the floor, and save money in printing costs. The brochure’s modular design allowed salespeople to provide customers with specific, targeted information, including finishes, dimensions and prices in an elegant, coordinated manner. It also provided a low-cost and easily renewed system for displaying the company’s product. Each card explains three or four products, while the folder discusses the mattresses, company mission and store locations.