Richard Midgley/Creative

As a part of my role
as creative director
and brand consultant
at Boden, working
with our new brand
partner GRAZIA, I
was responsible for
developing a new
fashion editorial
style for the brand’s
catalogue, further
endorsing Boden’s
fashion credentials.

Managing the
catalogue design
team, we began
to introduce new
key graphic and
communication
elements.

These included a
more magazine
style front cover
and mast head,
followed by product
pages that feature
endorsements
and styling tips
from GRAZIA’S
fashion editors.

An overall design,
layout and content
overhaul that
introduces a change
of pace from section
to section, which
allows the customer
to engage with the
product in a more
interesting, interactive
and relevant way.

Customers are
now able to make
more educated
decisions and buy
off the page with
more confidence.

Across all ranges,
model casting briefs
are re-written to cast
talent that is more
contemporary and
on trend. Bringing
the brand up to
date and making
it more fashion
relevant in a highly
competitive market.

The new editorial
design ethos is rolled
out across all Boden
catalogues. Various
pages are given over
wholly to atmospheric
images which further
add to the customers
brand experience,
underpinning a credible
lifestyle choice.

Product photography
briefs are developed to
show outfits in context,
with styling options,
allowing the customer
to “get the look” by
mixing and matching
various products from
the range.