FetchDog.com
The premier catalog for modern
dogs and the people who love them.
FetchDog was an online retailer for premium quality dog beds, collars, toys, and accessories based in Portland, Maine. (They have since sold the business to another retailer) Their print catalog was designed and mailed monthly to households across the United States. Each month required reprioritizing products, updating the design, organizing a cover shoot, and setting the mood for the season.
I also worked with the web department to coordinate design direction for emails and banner ads. Seasonal photoshoots were scheduled in the studio and on location for every new product in the collection, which required photography styling and dog handling.
ROLE: Catalog Art Direction / Catalog Design / On-Set Photography Styling
Illustrated icons created for product Identification both in the print catalog as well as online
To keep the catalog fresh and exciting for customers, I navigated away from the original cover design archetype — close up of dog, white border with colored stroke — to a fresh full page lifestyle image that featured dogs as well as products in the collection.