Dash & Albert
CREATIVE DIRECTION | ART DIRECTION | DESIGN
America's go-to brand for cheerful, durable, high-quality rugs is a successful wholesale business as well as a household name in retail. Wholesale customers depend on color accuracy and an understanding of pattern and fiber content before they commit to placing an order to stock their stores, and small thumbnail images of rug swatches just weren't enough. I redesigned the wholesale catalog to show a full 2'x3' rug, complete with edges, so that the customer could see the fibers and "feel" the texture of the weave.
High resolution photography was key to helping customers understand the differences in the construction of the rugs.
Moments of humor and life bring surprise and joy to an otherwise utilitarian book.
The book is divided by rug construction and organized within each section by palette, making what could be an overwhelming and confusing shopping experience simple and intuitive.