Craftsman

In 2018, Craftsman tools arrived in Lowe’s stores across the country. With their arrival, Lowe’s needed a catalog to feature the iconic brand’s latest and greatest. To achieve that, not only would it need a clean design to highlight the products, but would need an entire new fleet of photography and a more modern strategic approach to promoting the catalog upon its release.

The catalog was both printed and released digitally. To promote it, I developed a tie-in to instagram where I’d lean heavily on the rich reds of the brand and big, bold font, featuring the products like a show car. 

Roles: layout, photography art direction, production, digital strategy, social media creative