For the Hatley Kid’s Fall Winter 2017 Campaign, I really wanted the set to feel reflective of the clothing. Sophisticated but also fun. To do this, I decided to use a wooden texture and 3 coloured panels painted with colours from the collection. Our team built a modular system that was used on set and rearranged to provide different colour backgrounds, depending on the outfit. The result was a photo campaign that could be used throughout the season online and in store, that always complimented each other. As always, we encouraged the kids to pose for some shots, and for others, be themselves and have fun.
I wanted to keep the catalogue as minimal as possible to allow the photography and collection to do all the talking. Our only creative design element were coloured borders to designate the different categories. Each piece of clothes was carefully retouched and put on a grid to feel clean and easy to shop. For typography, we went with a basic sans-serif (Gotham) for descriptions and a hand-drawn school lettering font for titles — just to bring a bit of playfulness in.