Project Overview
St Genève is an internationally renowned manufacturer of luxury bed linens and premium down products, recognized for its exceptional quality, design, and craftsmanship. With retailers across Canada and the U.S., St Genève has earned a reputation as a leader in fine linens. For the "Winter Escape 2020" brochure, I collaborated with the creative director to create a stunning showcase for their new bed linens collection. This project involved curating the art direction for product photography, detailed photo editing, and designing an elegant brochure layout that reflected the sophistication and luxury of the St Genève brand.
Scope of Work
Art Direction for Product Photography
Image Retouching & Enhancement
Brochure Layout Design
Print Preparation & Coordination
Challenges
Capturing the intricate details and textures of the bed linens in photography while maintaining the soft, cozy essence of the Winter Escape theme.
Creating a brochure layout that feels luxurious yet approachable and complements the St Genève brand aesthetic.
Coordinating print production to ensure the highest quality while meeting tight deadlines.
Design Solutions
Art Direction for Photography:
Working closely with the creative director Nikki Renshaw, I contributed to the art direction of the product photography to ensure the new Winter Escape collection was captured in its best light. The styling emphasized the luxurious textures, intricate patterns, and fine craftsmanship of the linens, while the lighting created a warm, inviting atmosphere. I helped find props, style, and shoot the whole collection.
Image Retouching:
Each image was meticulously retouched to enhance the details of the fabrics and bring out the richness of the colors and textures. This included adjusting lighting, removing imperfections, and ensuring the photos aligned with the brand’s refined aesthetic.
Brochure Layout Design:
The brochure layout was designed to reflect the timeless elegance of St Genève’s products while also being functional and easy to navigate. Key design elements include:
Typography: The use of sans-serif fonts to balance tradition and modernity according to brand guidelines.
Color Palette: A neutral yet sophisticated palette of whites, creams, and soft grays to complement the Winter Escape collection.
Layout: Clean, spacious layouts with ample negative space to allow the products to take center stage.
Details: Subtle design accents, such as thin borders and refined graphic elements, enhanced the luxurious feel.
Print Preparation & Coordination:
To ensure flawless execution, I prepared the brochure files for print, adhering to precise specifications for color and resolution. I also liaised with the printers to confirm print proofs and guarantee a high-quality final product.
Results
The "Winter Escape 2020" brochure successfully captured the luxurious essence of the new St Genève collection. The brochure served as both a visual and tactile experience for retailers and customers, showcasing the brand’s commitment to quality and design.
Key Outcomes:
Enhanced brand perception through elegant art direction and sophisticated design.
Positive feedback from retailers who appreciated the visual clarity and luxurious feel of the brochure.
Flawless execution of the final printed product, contributing to the brand’s reputation for excellence.
What I Loved About This Project
This project was a perfect blend of creativity and precision, combining my love for thoughtful design with the challenge of creating a tactile, luxurious experience. Working with a brand as esteemed as St Genève was incredibly rewarding, and I enjoyed contributing to their legacy of excellence by creating a brochure that truly showcased their craftsmanship and design expertise.