Year: 2019
Tags: Art Direction, Brand Narrative, Creative Production, Editorial Design, Strategic Communication
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DOIY is a brand of contemporary homeware and lifestyle accessories from Barcelona. Based on the graphic system we had previously designed for DOIY, we refined the catalogues -both USA and Worldwide editions- to meet the needs of the new collection. With attention to detail and materials, we aimed to communicate a premium touch starting from the lifestyle photos, applied to printed and digital supports.
“Companies and institutions spend a lot of time and resources trying to define themselves through their positioning, values, mission, insights but they forget about how to create the right impressions. In an era of images and emotions, thinking strategically means that at some point you have to give more importance to the shape of potential images instead of focusing on concepts without any emotions or substance.”
Rafa Martínez, COO & Head of Brand Strategy
Resizing the look and feel
For the new catalogues, we chose a bigger format, nearly tripling the previous size. The idea for the new look was to connect with the audience through the appearance of a magazine, with a recognisable mood and set of values, closer to that of a fashion editorial than a homeware catalogue. Looking further into the design, we worked on various aspects, from carefully balancing the structure of displaying products, to details such as the embossed logo on the cover. The chapters were also divided with short stories or statements, complementing the editorial nature of the new look. The ultimate goal was to show how DOIY is creating a unique aesthetic, designing unconventional gifts and inspiring a way of life rather than a simple purchase.
“A careful balance of editorial content placed throughout the piece ensured we maintained the true essence of the brand, resulting in a catalogue that is both visually engaging and informative for the potential customer.”
Allie Heesh, Senior Designer
New lifestyle photos for printed and digital supports.
Creating inspirational scenarios
Every object tells a story. Some objects tell many stories. We find these objects not only to fulfil our desires and needs but also with the idea of building universes around them. The aim of this photoshoot was to create a warm and unique scenario where each product had a vivid imagination, building a richer atmosphere around DOIY.
For the still life photography, we commissioned photographer Iris Humm with sets designed by Cristina Ramos Atelier. Through their clear lens and vision, they were able to capture the products in their right element. The production was managed by White Horse with concept and design by Folch. The photoshoot took place in Barcelona and lasted two days within indoors locations and one outdoors, taking around 80 photographs per day and the products were shot in different home environments with a focus on portraying each element in their natural place.
