Project Details
BCA market includes backcountry skiers, snowboarders and snowmobiliers, and a edgy approach of design was used to meet this daring target audience. The catalog design used a concept of the product in use on the left of an open spread and the completed product and a lifestyle photo on the right spread. Props such as paper napkins, hand drawn sketches and product rendering were used as a set for the concept pages. Headlines for advertising and hangtags uses bold, attention graphics.Visual ads used a rugged winter backcountry scene, photos were provided by professional backcountry skiers. A full product shot reinforced the product’s unique design and a focal point of the ads. The product shots were art directed in photo studios. A bright yellow border and “edgy” headline work together to capture attention. Ads were positioned in various backcountry and safety skier magazines. Text was minimized to emphasize the products and their design. The size and feature specifications in the copy lend technical credibility.