Sanmar Design & Branding VIRTUAL SHIRTING CATALOG by Creature

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Industry Clothing
Media Design & Branding
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Creative Director Steve Cullen
Copywriter Shirley Hendrickson
Designer Dave Kaul
Producer Chris Nielson
Released February 2012

Credits & Description

Category: Publications & Business Communications
Advertiser: SANMAR
Creative Director: Steve Cullen (Creature)
Designer: Dave Kaul (Creature)
Copywriter: Shirley Hendrickson (Creature)
EPro: Sacha Paul (Creature)
Producer: Chris Nielson (Creature)
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
EPro: Cara Schwartz (Creature)
Media placement: Virtual Shirting Technology - Catalog Case Study - 1 February 2012
Media placement: Catalog & Color Chips - Catalog Case Study - 1 February 2012
Media placement: Safety First - Catalog Case Study - 1 February 2012

Describe the brief from the client
To successfully re-design the 2012 Gildan Brand Catalogue that features Gildan styles offered by SanMar. To provide a fresh, fun and engaging look in an already indistinguishable commodity market through showcasing colour and product availability. Functionally highlight product and colour offerings in a way such that the catalogue can be used as a selling tool. Design the catalogue to target SanMar’s primary customer of screen printers, promotional product dealers and embroiders.

Describe the challenges and key objectives
—Make it stand out a little and be buzzworthy in an industry that tries to bore its audience to death.
—Make it really easy to shop
—Make it easy to keep on your desk

Describe how you arrived at the final design
Virtual shirting technology—the only way to try on the items in the catalogue without actually trying them on. With irony and simplicity, it play’s with the idea that in a world of high technology, the catalogue is still the preferred shopping method.

Give some indication of how successful the outcome was in the market
At the time of writing, it’s just being mailed out. No data just yet, but it’s really invigorated the San Mar sales team. And that’s part of the job too.