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ABC’s of Catalog Storytelling
When you're telling a story, sometimes it works best to break it down in the most remedial way possible. Start with the ABCs. When it comes to applying storytelling and selling techniques to your catalog creative, is it really as easy as A-B-C? That's what makes it so great. Simplicity rules, and the rules are simple. Smart creative strategy on the catalog page doesn't have to - and shouldn't - just go by the numbers (or letters). But when you understand the building blocks of hierarchy, pacing, density, impact, emotion and organization and the elements that go in to design, learning your ABCs is the way to build a compelling catalog page after page and cover to cover. Join Matt Fey as he shares these proven techniques demonstrated through case studies.

Oct 27, 2021 01:00 PM in Eastern Time (US and Canada)

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Matt Fey
VP Creative Director @J.Schmid
Matthew Fey challenges the expectations of what catalogs and direct marketing can be. From pushing the boundaries of modern catalog language and maximizing tried-and-true direct mail formats to rethinking retail spaces and defining brand identities, Matt brings a keen vision and a writer’s imagination to every creative endeavor. Matt joined J.Schmid in 2001. Since then, he’s evolved into an inventive idea-generator and creative problem-solver. He understands the interaction between the consumer and the page/screen, the geometry of maximizing space while embracing simplicity, and the power of strong words to ignite action. His best ideas often begin as Post-It notes scribbled frantically in the dark of night. His vision has helped define and redefine brands such as Jockey, Relax The Back, Allen Edmonds, HoneyBaked Ham, and Kansas City Steaks. He has spearheaded successful creative and direct mail initiatives for Reebok, Boden, Osprey, Charles Tyrwhitt, and many more.