The Objective
The Tombow Holiday Gift Guide is a digital catalog that features seasonal promotions on select products for retail customers. This is the first year Tombow has had an opportunity to allocate resources to custom photography, so my main goal was to capture the essence of Tombow as a creative brand – to visually communicate how Tombow art and craft products can be used for holiday crafting.
The Gift of Creativity
The inspiration for this project stemmed from the idea of giving more than just an art product – you're not simply giving markers or adhesives, you're giving the gift of creativity. I really wanted to focus on the usage of the products in inspiring hand crafted holiday cheer. It is the essence of our target audience to decorate their own wrapping paper, make their own holiday cards, hand letter their own envelopes and gift tags and illustrate beautiful holiday to-do lists. So those are the kinds of projects we focused on for this project.
Setting the Scene
In preparation for this project, I compiled inspirational images, drafted mood boards, sketched layouts and worked with various artists to create artwork needed for the photoshoot. Once a final layout was mapped out, I met with our photographer to discuss color, mood, look, feel, product, props and visual messaging goals. Below are some art direction documents I created to communicate vision and messaging objectives.
Final Photos
After creating the sketches and discussing with the photographer, I leave her to work her magic. Below are a few final photos for the Holiday Gift Guide.
Final Layouts
Once photos have been completed, our Graphic Designers incorporate them into the designs based on original layout plans and make adjustments as needed. Below are the final Holiday Gift Guide pages.
Launching the Gift Guide
In addition to the catalog, we designed several emails to communicate with retailers about the launch of the Holiday Gift Guide. The messaging for each email is unique with specific CTAs to promote products based on usage, consumer trends and merchandising opportunities.
