Galaxy Archery Catalog

Galaxy Archery is one of Lancaster Archery's house brands. In past years there has been a four-page Galaxy sell sheet that included all of the Galaxy products and pricing. Each year the sell sheet got more and more crowded with products in efforts to keep it on the four-pages. The typeface used throughout the entire catalog is better used as a display font, which was not ideal to use for descriptions.

We primarily designed the sell sheets to take to the Archery Trade Association (ATA) in January which involved a lot of design projects and prep work. Each year when we would need to update the sell sheet, I found myself having very little time to make any big changes. I decided to plan ahead and do a full redesign in the summer when I had some downtime. I could focus on pricing closer to the event, but was able to be creative in the new design and emphasize the product images and information. I had expanded the sell sheet from four pages to now be an eight page booklet, giving it a small catalog feel.

Additionally, I created three Photoshop composites to incorporate some lifestyle imagery within the catalog. Before, there was never any room for inspirational and creative imagery. Below are the two lifestyles representing the two categories of Olympic bows and Traditional bows.

I incorporated these as section headers within the booklet and also created a lifestyle photo for the cover.

I laid out the product photos and information accordingly. I also created right hand and left hand icons for easier identification. I created swatches for various riser colors to better organize and display those options as well. I wanted a very clean and organized look and feel so that the product images could really stand out and be the main focus. Below are the spreads for the retail catalog.

Once approved, I created a wholesale version for our dealers that includes charts of tiered pricing for each item. For reference, here is a page from our 2020 retail sell sheet that I had inherited when joining LAS.

Below is the final product of the redesign. 

Below are a few extra images and detail photographs of the stationary system for the Shrewsbury, Pennsylvania branding.

Shrewsbury!

My Shrewsbury, Pennsylvania lifestyle brand book has officially arrived today from Blurb, which was a surprise... I love the speedy delivery! Images of the 24 page standard landscape book (10"x8") will hopefully be posted within a week or two. Until then, feel free to look at the spread thumbnails below.  (First and last images are the image-wrapped hardcover.) I have officially completed my Branding works, the end is near, and it is so surreal...

Shrewsbury Branding Signage

Below is the new signage for Shrewsbury, PA.  This page will be featured in the town's lifestyle brand book that should be going to print by the end of this week!

Shrewsbury Branding

Below is a photo of letterhead, business cards, and envelopes designed to be included in the Shrewsbury, PA lifestyle brand book.

Branding Shrewsbury, Pennsylvania

 

^ Town Website

 

^ Envelope 

 

^ Page Spread 1

 

^ Logo & Business Card

 

^ Signage System

While a lot of these images are older versions of what I currently have developed for this project, it does give viewers a taste of my perspective on my hometown of Shrewsbury.  Primary themes include: maps, deer antlers, wagon wheels, and my color system (red, green, cream, and slate gray). I am currently in the process of editing all of the aspects of my lifestyle brand and organizing the content in a lifestyle brand book.  Within a few weeks I hope to post final spreads!

Form/Counterform

The following are sample images of the 50 page Form/Counterform book I created for my typography class this past semester.  The focus is on cropped letter forms of six different typefaces.

 

 

Type Specimen Spread

 

This type specimen book, showcasing Bembo, is nearly completed.  I am really excited for this project, and I am so eager to print it and (stab) bind it!

Type Specimen Book in the Works

 

    

Nifty layouts in the making...