In order to stand out in the PR crowd, Office Depot's Private Brand collections needed a revamp of their lookbooks. The books were designed in both printed and digital formats. The printed pieces were distributed through the PR team to various publications and influencers to increase media play. They were also distributed internally to the executive committee to increase Private Brand awareness. The digital version was posted to the Office Depot website for online viewing.
The new design of the lookbooks focused on using inventive product shots paired with engaging portrait photography. The letters of the cover title were diecut to show the lifestyle photo collage intro page beneath. The covers also had a rich soft-touch varnish for a finish velvety to the touch.
A table of contents was introduced, and tabbed pages were included to divide sections by category. The sections were color coded for ease of navigation. An index was also included in the back for quick reference.
The books were designed biannually in two volumes. The first volume focused on the back-to-business season. The second showcased products for back-to-school. Volume 2 also included the proprietary Office Depot Private Brand NCredible, by Nick Cannnon. Additionally, the book included a spread on an Office Depot Private Brand hosted children's PR event that focused on decorating and personalizing their own back-to-school supplies.
The redesign of the lookbooks proved to increase awareness of Private Brand products and resulted in a 2013 American InHouse Design Award.
CREDITS:
Creative Director: Mary Sarlo Carmichael
Sr. Design Manager: Debby Ryan
Designers: Irene Shemony, Karla Butler, Ashley Meyer
Photographers: Angstrom Graphics, Kristine Evans
Copywriter: Aaron Stoklosa
Sr. Production Manager: Carmine Longo
Production Designers: Rodrigo Patino
Print Manager: Sharon Gross
Sr. Design Manager: Debby Ryan
Designers: Irene Shemony, Karla Butler, Ashley Meyer
Photographers: Angstrom Graphics, Kristine Evans
Copywriter: Aaron Stoklosa
Sr. Production Manager: Carmine Longo
Production Designers: Rodrigo Patino
Print Manager: Sharon Gross
