2018 was the first year of my tenure at Herff Jones that I took over production of our annual scholastic catalogs from our Creative Director, who had done them personally for many years previous. Since the prior year, HJ had gone through a brand refresh, swapping out typefaces, brand palette, and graphic elements. My mission for this year's iterations, then, was simply to apply the new brand without making any other major changes. Since HJ's sales partners are independent contractors, we wanted to avoid a complete overhaul that might meet resistance in the same year that they were adjusting to the updated brand.
One catalog is entirely focused on class rings, while the other is focused on products for seniors and has two variants: one with apparel included, and one without. Some sales partners have varying apparel offerings, and prefer to use a catalog that excludes these items to avoid customer confusion.
The covers for these catalogs each made use of a UV plate to add gloss over the products, logo, and headline.
All three can be viewed in full on Issuu via the following links:
Note: The catalogs were for the Class of 2019, but in order to market to that class throughout the school year, they were designed and printed in the first half of 2018.
