Retailer catalogs can also be a huge expense for manufacturers as they are constantly in need of reprinting any time a new line or element is added. My idea was a binder approach that allowed to have page inserts printed for any new updates to be added by the retailer a page or two at a time or an entirely new catalog saving the business money by foregoing cover stock, binding and shipping entire catlogs.

The Capretti owners were very skeptical about my binder idea as they thought it would appear cheap and the binder shoddy looking. I assured them it would be very much in-step with the brand we were creating and it would end up as a nice piece unto themselves. I reached out to Lost Luggage in Seattle to custom create a hardboard binder for them. They even laser etched the logo and wordmark on the front and the Capretti bird emblem on the back. Once they saw them in person, the owners were thrilled.

Views of the insert leafs.

The first two interior pages with the Capretti mission statement.

Views of the Umbria collection and an individual product page for the Umbria armoire.

Accessories pages. We wanted to show the accessory with the furniture that it accessorized but the business was worried that readers would confuse the price for the accessory and the primary furniture so I came up with the style of displaying the item not for sale in a half opacity.