Photoshoots

I organised and art directed two key photoshoots for Muddy Puddles’ AW17 collection, one for general rainwear and one for the ski range. Organising the photoshoots involved selecting and hiring models in the UK and France, creating shot lists and moodboards, working with the photographer and art directing the photoshoot itself on location.

I also worked with an external company to arrange all pack shots and flat lays for the catalogue and Muddy Puddles’ website.

See Muddy Puddles - Branding & Art Direction for more info about the creative strategy behind Muddy Puddles’ photography (you will need the password).

Catalogue

Prior to designing the catalogue itself I attended a seminar from the Direct Commerce Association on best practice in direct mail and catalogue design. Royal Mail’s MarketReach team also analysed previous catalogues with recommendations on how we could improve performance. We applied recommendations from both to the design and content of the catalogue.

I was briefed on the content of each page and was responsible for all aspects of design and creative production, including liaising directly with the printers. I worked closely with Muddy Puddles’ Managing Director and Marketing Director, who had ultimate sign off on the design before it went to print.