Strafe, a technical activewear company out of Aspen, CO approached us to develop
the concept and design their latest product catalog. As we dug deeper with them,
it became clear that we needed to form some narratives around their answers to the
big “why” question. We began trying to answer questions like “Why does Strafe exist?”
“What difference does their existence and product make in the lives of its customers?”
The answers to these questions don’t come easy for any company, but are well-worth
the time spent figuring them out. Not only do consumers want to adopt a product into
their lives because they resonate with its story on a gut, emotional level, but this
narrative becomes the guiding force within the company, steering it to a successful
and meaningful existence.
Brainstorm: Getting Visual
We then began the process of translating these narratives into a
visual language within the catalog. Examining everything from photography to
copywriting to layout, we reinvented a catalog that centered more around the user
and their life, rather than just product features. We first began laying the groundwork
for these narratives through a lot of brainstorming and discussion.
The final product was a product catalog that took a step towards story-based
marketing, and that featured a cleaner layout and more descriptive photography.