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As lead art director, JR designed an exclusive catalog for Dell that showcased laptops. From bottom up she chose the size, developed the grid, art directed the photoshoots, and designed the layout from cover to cover. It was noted as the best looking catalog designed at a catalog trade conference in 2007.
The purpose of this catalog was to test an affluent group of non-Dell buyer's. The design's intention was to measure how much leverage was pulled from competing tech brands. JR designed with sleek, airy photography, clean lines with spacious spreads that allowed for adequate amount of information for each of the product lines.
Photos throughout the catalog were scouted, casted, styled by a team of photography professionals JR hired and directed. A high-end and modern story was told through the images.
With spreads showcasing a best seller, JR created an index of products to show the breathe of options along side a wide image that points out the products new and important features.
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