Our first task was to establish good typography. Typography is a foundation of the brand and we wanted to create a feel of modern meets classic style. This would go hand in hand with Longball’s vision of bringing Lululemon like fashion to the golf industry.
We chose to go with Old Standard TT font for headers since it has that iconic old school look and doesn’t look too much like overused Times New Roman. For body font, we used Whitney for easy readability and a slightly modern feel. We had to pick Open Sans for web later down the road because of Whitney’s web limitations.
When picking the colors for Longball we didn’t want to stray away from their main current color. This is why teal was the base color that everything revolved around. We picked 2 other colors to compliment teal. Having dark colors makes teal pop more and adds dimension when used together.
Longball already had a great vision for their brand that they were already spearheading with their products. The mood board and direction helped us focus it more. We wanted to create a feel of young, hip people enjoying golf while looking good.
Then came the big test: putting it all together. Longball’s initial catalogue spanned 60 pages and looked like it was built on 3-day deadline with a goal to get as much content in as possible.
We started by identifying the audience and goals. Our audience are distributors, they make buying decisions if they like what they see. We also needed to significantly cut down on cost.
First we redesigned the layout to fit up to 8 products per page instead of 4. Then we combined the section separator pages, team player highlight and featured clothing information onto a single page spread. This allowed us to cut the length by half! By adding boxes under each product allowed distributors to mark what they would want to order. Oh and of-course we made design much more appealing.