Client: CMI Dealer Group
Design and develop 12 page maildrop catalogue to be distributed nationally to over 1.3 million recipients. Includes art direction, design & layout, copy writing, photography and project management.

Since 2003 I have been designing annual winter and summer catalogue's for the CMI musical instrument dealer group. The catalogue's involve the development of a concept, the design and layout of the cover, 10 common internal pages and unique back pages for participating stores, numbering anywhere between 30 and 55.

The 2006 Winter Catalogue presented the most flexible project of this sort to date. More space was allocated to 'lifestyle illustration' as opposed to product dominance providing more scope for interesting design within the limitations of average paper stock and the web-press process. I created a theme for this issue involving the use of film strips and polaroid shots featuring the many endorser and generic musician shots at my disposal. This resulted in an effective 'rockstar' look that suited the participating dealers target markets.

A large component of this task is dedicated to project management. The common section and covers are relatively easy as they are mostly occupied by CMI licenced product. However participating stores are free to do what they like with their back pages, resulting in much time dedicated to searching out relevant product imagery and descriptions.

Using general sales figures as an indicator, the Summer & Winter Catalogue designs have been very successful, with the 2006 Winter issue being the most succesful to date.