Smart Turnout -Men's fashion retail and wholesale catalogue

Following the highly successful re-launch of the its e-commerce website in 2007 Cogent has been appointed to redesign the Smart Turnout catalogue in 2008/9 and 2009/10 in both the wholesale and retail versions. Cogent reviewed the ST customer profile and brand proposition and it was agreed to take the catalogue up market and make it more fashion oriented through better page layouts and new studio and location model photography. Mood boards were used to analyse the visual language of influential brands such as Ralph Lauren and Dunhill. Key spreads were then designed and photography commissioned and art directed. In order to stay with budget it was decided to reuse some of the best old photography. Further savings were made by limiting the number of printing plate changes between the two versions of the catalogue.

The image above is from the 2010 catalogue