Your catalog should not be just about the products your company sells but rather an artifact of your brand. Telling Stories.

At Backcountry we used our catalogs as a way of introducing our customers to our wit and extensive product knowledge. We wanted to show our customers that we had a connected network of Gearheads that are extremely knowledgable of outdoor activities without taking themselves too seriously. In our first catalog we introduced a “Gearhead Centerfold” which was one of the ways I injected personality into an established brand while maintaining credibility and authenticity.