Two cyclists wearing red Canada jerseys and helmets leaning on their bikes with an urban waterfront background.

Sugoi Custom

Art Direction
Print Design
Catalogue Design
Photography

Overview

Sugoi is an athletic wear company that specializes in cycling and running. In 2020, I created the company’s Custom Catalogue–a unique asset featuring the custom collection and how each item could be personalized. The catalogue features a timeless design aimed at simplifying customer choices.

Objective

Create a catalogue that showcases the company’s custom apparel collection and communicates each product’s benefits. This catalogue needed to be designed to work in both digital and print.

Key results

Successfully collaborated with multiple teams including, Marketing, Custom, Sales and Product
Rebuilt the catalogue from the ground-up, so it could be easily printed and sent digitally
Created high-quality lifestyle imagery which saved the business thousands of dollars

Research

This catalogue needed to showcase the company’s custom apparel in a unique yet recognizable way. To achieve these goals, I conducted internal and industry research.

Internally, I started by looking at past catalogues I was not involved in, to see what had and had not succeeded with the company’s target audiences. From there I conducted a closer review of the past catalogues, marking down elements that were high quality and elements that would need to be improved in this iteration.

With the internal review complete, I researched the company’s competitors and analyzed their catalogues and marketing materials. I used these to understand the industry trends and to determine how the Sugoi Custom catalogue could stand out.

SUGOi brand logo above illustrations of three plaid cycling jerseys in red, brown, and blue colors, with front and back views of the blue jersey showing a rear pocket holding a bottle.Line drawings of front and back of a short sleeve T-shirt with a cyclist graphic and SUGOI logo, priced at $13.

Ideation

The research phase of this project gave me the foundation for how this catalogue would be designed, so the primary goal of this phase was to lay out how the collection would be presented in a visually engaging way.

After meeting with key stakeholders, I noticed that the sales team needed to print copies of the catalogue for client meetings. I suggested we resize the catalogue to a standard paper size, so it could quickly and easily be printed by our team and clients in a pinch.

I created an outline that allowed me to flesh out how the catalogue would progress. This gave me a strong understanding of where each product feature would be placed, and what assets (ie. product pictures, lifestyle pictures) would be needed to support my design vision.

Challenges

  1. Resizing to 8.5x11, a departure from normal catalogue sizing. This required a brand new template to be built from scratch. I wanted to ensure that every version of the deliverable–even ones printed by our team or third parties–represented the company well.
  2. Create a catalogue that showcases the company’s custom apparel collection and communicates each product’s benefits.
  3. Effectively collaborate with multiple teams and ensure we completed on-time.

Final results

This was a very creatively satisfying project. Starting with a blank canvas and ending with a deliverable that combines high-quality design, innovation, and a strong understanding of the brand is the bread and butter of what I do. What makes it even better is that all stakeholders on the project were thrilled and noted its clear improvement from past iterations.

Stack of three 2020 Sugoi Custom catalogues featuring a cyclist in gear on the cover against an urban background.
Open booklet on teal background showing a table of contents page with a photo of two cyclists in red jerseys and helmets in front of a cityscape.
Person wearing a red cycling jersey with white text reading 'CANADA' on the back, outdoors with trees and buildings in the background.
Two cyclists wearing red Canada jerseys and helmets leaning on their bikes with an urban waterfront background.
Person wearing a blue cycling jersey with white Vancouver, British Columbia graphics featuring mountains and a totem pole.
Open catalog showing cyclists in matching black and white gear and details about cycling shorts features.
Open catalog showing custom sportswear design options on the left page and the order process steps on the right page.
Open catalog showing cycling jerseys with images and descriptions on light blue background.
Three stacked brochures with a cover showing cyclists wearing bright pink jerseys riding on a road, labeled Sugoi Custom.

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