Caterpillar Apparel showcase book
On this project, I was hired as Art Director of a team tasked with creating a brand book which would be presented to prospective franchisees in China and Europe.
It was a bare bones team, so I worked on every element of the project from concept to production, including: print/paper spec, press checks, photo shoots, layout and design. The budget was large (that’s always great), and a few hundred books were printed at a cost of just under $100 apiece (with metal embossed and screen printed binder).
How the spreads actually looked in the binder. Sections were tabbed for easy browsing.
Spreads highlighting Caterpillar's rugged roots, and modern evolution.
Product photography from shoots I directed. If you've never directed a child model... I don't recommend it.
Aesthetics first paid homage to Caterpillar's established brand identity, before selling the new lifestyle brand.