Making a Catalog Pay for Itself

After I’d designed a couple of smaller seasons’ books, Lip Service asked me to work on their spring catalog. The main goal for the design team was to do something outside the usual format. The sales team wanted to create a sales tool that didn’t get relegated to the bottom of a file drawer.

I suggested that we release a catalog in the form of a decorative calendar with holidays marked for every country where Lip Service did business. That way, their wholesale clients would display it and have it in view and at hand all year.

On top of the B2B benefit, they’d also have an excellent piece of collectable swag their retail customers would love.

And, the best part: They could offer the calendar for sale on the flagship website — plus as an incentive bonus for volume orders — so the catalog would not only sell clothes, but pay for itself.