HAGen’s Catalog cover

The annual Hagen’s fishing catalog was the brand’s staple marketing piece. Hagen’s customer base was vocal about their preference to shop by catalog versus the online store. Although both options are available; the catalog is seen as a tradition, and the cover is seen as art. This year’s concept reflected that sentiment. The passing of tradition from one generation to the next… Old techniques finding a place in the future. For this project I developed the concept and pitched a sketch to the client. Once they approved, I worked with a photography team to design the set and achieve the shot. They delivered. I also made some improvements to the interior of the catalog, redesigning the folio and section headers.