Ishimodo's client, Mattel, had developed new guidelines for the Fisher-Price brand. And they needed to revise the print catalogue localised to the Australian market with this updated visual system. Stephen built out a well-defined layout grid structure for the catalogue, allowing for the playful use of the new brand materials. The outcome was a layout that flowed effortlessly from one page to the next, with clearly defined sections, making it easy for parents to find toys suitable for their child's developmental stage.
Design Direction: Ishimodo Brand and Design Agency
Graphic Design: Stephen Franklin
Graphic Design: Stephen Franklin
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Stephen was supplied with all brand assets, including the product photography, shape icons and patterns, along with usage guidelines on how they should be utilised.
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There were three main sections to the publication based on the child development stages of Newborn, Infant and Preschool.
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Franklin began each section with an emotive image that captured the essence of the relevant developmental stage.
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Although appearing to be freeform, the page layout did adhere to an underlying grid.
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Stephen worked with design direction from Ishimodo to craft individual layouts, choosing suitable images for hero products such as the classic Fisher-Price Chatter Telephone.
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Product details all used a clear styling system for Headings, Subheadings, Body Copy and Product Codes.
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Franklin kept to the brand guidelines using the colours indicated for different child development stages, as seen here with the use of Fisher-Price red for the Preschool section.
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The individual layouts were all hand crafted to suit the supplied content and create a distinct flow from one group of products to the next.
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As part of the project Stephen also produced an online version in PDF format.