Sanmar: VIRTUAL SHIRTING CATALOG

Credits & Description:

Category: Publications & Business Communications

Advertiser: SANMAR

Product/Service: WHOLE SALE APPAREL

Agency: CREATURE

Creative Director: Steve Cullen (Creature)

Designer: Dave Kaul (Creature)

Copywriter: Shirley Hendrickson (Creature)

EPro: Sacha Paul (Creature)

Producer: Chris Nielson (Creature)

Executive Creative Director: Matt Peterson (Creature)

Executive Creative Director: Jim Haven (Creature)

EPro: Cara Schwartz (Creature)

Media placement: Virtual Shirting Technology - Catalog Case Study - 1 February 2012

Media placement: Catalog & Color Chips - Catalog Case Study - 1 February 2012

Media placement: Safety First - Catalog Case Study - 1 February 2012



Describe the brief from the client

To successfully re-design the 2012 Gildan Brand Catalogue that features Gildan styles offered by SanMar. To provide a fresh, fun and engaging look in an already indistinguishable commodity market through showcasing colour and product availability. Functionally highlight product and colour offerings in a way such that the catalogue can be used as a selling tool. Design the catalogue to target SanMar’s primary customer of screen printers, promotional product dealers and embroiders.



Describe the challenges and key objectives

—Make it stand out a little and be buzzworthy in an industry that tries to bore its audience to death.

—Make it really easy to shop

—Make it easy to keep on your desk



Describe how you arrived at the final design

Virtual shirting technology—the only way to try on the items in the catalogue without actually trying them on. With irony and simplicity, it play’s with the idea that in a world of high technology, the catalogue is still the preferred shopping method.



Give some indication of how successful the outcome was in the market

At the time of writing, it’s just being mailed out. No data just yet, but it’s really invigorated the San Mar sales team. And that’s part of the job too.