A bold new catalog design and complete production package for this global footwear brand
Launched in 1927, Naturalizer became one of the first shoe brands that women could turn to for feminine style they coveted and comfort they thought was impossible to attain. In the 1940's they were dubbed “the shoe with the beautiful fit” by advertising guru Leo Burnett. Today, Naturalizer stands by that promise and offers fresh, unpretentious designs that are a smooth fit with her wardrobe, her life and her own unique style. With rich leathers, soft suedes and unique details, Naturalizer footwear captures the essence of modern femininity.
Naturalizer wanted a partner to drive all creative and production aspects of this major international sales vehicle. We worked seamlessly with their Brand Marketing, Merchandising, CRM and Creative teams to re-design the catalog from the ground up. We started with pagination, ensuring a smooth journey through the Spring line, while carefully highlighting key styles. We delivered a new, modern layout design driven by 8 style and trend-based product stories to enhance consumer engagement. We planned over 150 shots, from color, material and detail focus, to set fabrication, propping, shoe positions and camera angle. Playground sourced the photographer, studio and oversaw all production departments and art direction during the 5 day shoot. We also managed the entire post-production process, from retouch, color correction and proofing, to final file assembly, pre-press and printer liaison.
Playground was able to deliver elevated catalogs for US and Canadian markets that increased sales and enhanced consumer dialogue through storytelling and social media integration. By focusing on the modern woman's lifestyle, we were able to present the brand from a fresh and unexpected perspective that speaks to fit and versatility in a relevant and stylish way.
Creative Director: Rob Fieldhouse
Associate Creative Director: Colby Woodland
Product Photographer: Tuan Lee
Model Photographer: Anna Wolf
Producer: Mary Kate van den Berg
Add'l Art Direction: Victoria Lunde
Set Artist: Casey Miller
Shoe Stylist: Megan Power
Copywriting: Tracy Marklein
Post Production: Sean Funcik