michaels decor lookbooks
Art Direction, Concept, Layout Creation, for both Print and Digital
I have worked on seasonal decor catalogs for Michaels for the last three years. These catalogs show off our seasonal decor merchandise and inspire the customer by showing innovative ways to update their home decor for each season.
The designers who work on these books at Michaels are responsible for all aspects of the design from start to finish, concept to file release.
This projects begins with concepting the entire layout of the 30+ page book, finding inspirational images to use in the layouts and presenting the concept to creative leadership. Once a concept is approved, I oversaw all prep for the photoshoot from set design to scheduling. I art directed the entire photoshoot, made photo selects, assisted with retouching, placed photography in layout and began the tedious process of entering product names and SKU information for every item in the book. Once the print portion of the catalog is completed, I created the digital version of the decor guide, including animations and gifs.
The photography for these books are used omni channel and end up being the main photography used for the season.
For the Christmas Decor Guide, we had the added task of working with influencers to help decorate and comment on the book. I researched each influencer, got to know their style and aesthetic and chose where in the book they would fit and thrive. We brought them in on set and worked with them to decorate rooms in their style, then photographed them with their sets. It was such a fun experience to get to meet one of my favorite craft bloggers in the process - Brittany of The House that Lars Built.
This project is a labor of love and ever-changing. It required creative problem solving, multitasking, quick decision making, and taught me to be flexible with change.
wedding lookbook
In anticipation of the launch of MichaelsWeddings.com, I was asked to design a look book for our customers to flip through and get inspired while they are standing in the wedding aisle at Michaels. While on set for this photoshoot, we all were giddy that we were finally getting to show customers how incredible a wedding can look using all Michaels merchandise. I am beyond thrilled with how this project turned out. Check out michaelsweddings.com for even more gorgeous photography!