Product	Resin & Steel Furniture Line
Project	New York Retailer Catalogue
Scope	Concept + Design, Photo Art Direction, Illustration, Copywriting, Printing + Fabrication

The renowned Canadian designer, Martha Sturdy, required a high-end furniture catalogue for their line in the prestigious Baker Furniture group of showrooms and stores, as well as in all North American and European retailers that carry the designer’s furniture.

Martha Sturdy – the person and the brand – stands for distinct values: integrity, purity of design, strength, and hand-crafting. The catalogue needed to work on a functional level to depict and itemize the entire collection, and yet be photographed and designed in a way that did not obscure or complicate the individual pieces. Given the impracticality of carrying every item in the furniture collection in their stores, the catalogue would act as an itemized product catalogue while also allowing the viewer to get a strong sense of the essence and beauty of the collection.

This balance begins directly on the cover. The frosted, translucent poly echoes the resin material that Sturdy is known for, accenting it elegantly with solid brass screws and a clear foil, de-bossed signature of the artist. The effect is both strong and ethereal. The 24-page catalogue is paced deliberately to lead the viewer through the entire collection in situ, without overwhelming them with crowded vistas. Working with Vancouver photographer, Raeff Miles, the photographs alternate between in-situ rooms and macro detail shots, revealing the beauty and craftsmanship of each piece. Copywriting is at a bare minimum, and the design is restrained and sparing, allowing the work to speak for itself. The final spread itemizes every piece in the collection with detailed specifications, measurements and illustrations.