The making of the Pushe product catalog templates

Receiving the project specifications: the catalog’s needed for the sales personnel at the furniture stores to assist the shoppers. The factory is growing, the product line is expanding and there will be a constant need to add the new items to the catalog.

Starting off by determining the concept and format. Exploring the idea of presenting each couch on a separate card. This way, printing and adding the new product cards would be a snap.

How cool would it be to print a couch picture on clear plastic to easily “try it on” at home?

And the fitting slogan:

Thinking on different ways to make the cards packaging.

Then we’ll need a point-of-sale cards holder and, maybe, business cards.

It just misses a human touch. Let’s pick a couch and place some characters on it.

Let’s tone them down to pale and almost see-through for the furniture to get the main focus.

Instead, why don’t we use a clear packaging and place our characters there?

Doesn’t sound cool. How about forgetting the cards and sandwiching tracing paper sheets between regular catalog pages?

The production cost would be too high and it also would make the page turning tiresome. The less is more wins. Checking out how the cards look sitting on a table or held in hands, will all the elements fit in comfortably? They certainly will.

Couches which open like a book will be printed just that exact way on a card. The ones with an extension sliding out from underneath will have a card with a sliding tab at the bottom.

Individual cards are ready to dress up the store as a festive garland while the full set is easy to hang down from a door knob.

Presenting to the customer. They like it. They like the concept, they like the characters. The only thing they do not like is the printing house production cost.

Initiating the drawing process: a little scene per couch.

In the meanwhile, roughly laying out the catalog.

Designing the table of contents.

Discussing with the customer an option to produce a mammoth table-top catalog on rings instead of binding to, again, allow for the new additions to be seamlessly inserted. In this case, we would need a tab system similar to note books, not a table of contents.

Meanwhile, a photogrpher travels to Ryazan to take pictures of 20 couches from various angles. As a result, the customer receives a photo shooting manual to assure all future images look consistently.

The first round of images is discussed and partially approved. Keeping on drawing. Obviously, not all of it would make it to the final product.

At the same time, building a grid, selecting the dimensions, typesetting.

The bottom of the page does not satisfy. Changing the page format to a square.

A this point, the customer specifies that they plan to give these catalogs to their shoppers. Shrinking it down to 7.9″ (20 cm) square to make it fit in a purse. Re-sizing the photographs and making alterations to the grid.