Qsquare SPRING DIGITAL CAMPAIGN
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Beyond Paper:
The Digital Catalog
Typography / Webdesign / Product Photography / Layout Design / Visual Communication / Graphic Design
PROJECT
OVERVIEW
For this campaign, Qsquare introduced a new approach to customer outreach: shifting part of the seasonal catalog experience into a digital format. Instead of sending a full printed catalog, customers received a postcard with a QR code that linked directly to the online catalog. This shift reduced print use while allowing the department store to test new ways of engaging shoppers.
As the designer responsible for the visual execution, I developed the layout and photography direction to give the catalog a fresh, modern voice. The typography drew inspiration from spring twigs, refining the serifs with a curvier finish to create an organic feel, while keeping straight lines for a sleek, modern touch. A color palette of the leafy green, the peony pink, and the fruity purple with golden sunlight woven through to create a lively seasonal ambiance.
The result was a bold, contemporary presentation that told product stories through imagery while adapting the department store’s communication style to the expectations of a digital generation.
Typography Design
Web Design
