The marketplace is saturated with catalogues that are overly retail or sterile and lacking any personality. A real opportunity existed to create something that is strongly narratively based and connects through good design and art direction.
A core brand idea of ‘Crafted Comfort’ was established and a consumer positioning line ‘Make Yourself Comfortable’ informed all art direction, copy writing and design. Hero location photographic art direction is authentic and candid, it aims to bring out the personality of individual pieces. Inspired by The Selby’s interior portrait imagery, sofas are shot in real living rooms not sterile studio sets, supported by simple product shots on white.