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Our Spring Workbook is the brand's opportunity to refresh it's look and feel. All other collateral for the brand will follow this example. It's a tricky task, as our brand must feel similar enough to be recognizable, but fresh enough to feel NEW. This year's workbook maintained some of the wood textures found in our material over the years, while introducing new text treatment, photo treatment (An new images from our yearly shoot), new background textures, and a different approach to our information layout. The method for displaying products was warmly received by our sales team, so the basic structure is intact form 2014's version.
The stacked view shows how the selection of textures helps tie each page to the next, and unify the look and feel we're presenting. As we move more and more away from workers, toward outdoorsmen, our presence needs to carry textures (seen below) relevant to that setting.
Because one of our brand pillars is to be RUGGED, our type is treated by using a texture for a distressed look, which goes hand in hand with the rugged background textures throughout.
Not that can't have some fun though - a UV coat was applied to the logo and copy/icon on the font page to give help provide depth, while a recess was used on the spine as a unique way to reinforce the words 'SPRING 2015'.