Comprehensive Catalog 2018/2019


| Art Directors
  Hyelim Lim (Kitchen & Bath, Wardrobes, Furniture)
  Sumin Jun (Doors, Sheets, Sash / Scheduling)
  Sujin Choi (Doors, Wall panels, Floors)
| Supervisor Hyoju Park
| Design Support
Neofocus
| Photo Park& Studio, Studio Tank



This is Young-Lim’s first B2C (Business to Customer) Catalog.
By applying the form of ‘magalogue(a high-quality lifestyle magazine)’, the book focuses on what the customer wants and what is familiar design with them, rather than a unilateral approach to people.


INTRODUCTION
“Best Collection Book” is the first B2C (Business to Customer) catalog Young-Lim has ever published. Young-Lim is the leading interior material & furniture manufacturer in Korea.

The previous catalogs targeted business entities such as retailers or contractors. To fully support their needs, the former ones focused on enumerating different kinds of products comprehensively and providing every detail about each product one by one. However, customers did not want a huge list of products but wanted to see the design examples and styling guides. They wanted to know how Young-Lim’s products can blend into their interior spaces or how they can use the products to design their space. To meet this needs, the new B2C catalog followed the concept of lifestyle magazines.


CUSTOMER SURVEY
Customers have a strong desire to decorate their own space in their way. Rather than collecting technical details about each product, they wanted to read about interior design samples from the manufacturer or other customers.



DESIGN GOALS




ANNAL PLAN FOR ADVERTISEMENT




COMPETITIVE ANAYSIS
I analyzed the catalogs of all the other major competitors in the market.

CHALLENGE & PROPOSAL

1. Book size & Cover design
To facilitate the distribution and allow mass-printing at lower cost, I shrunk the page size to a similar size as lifestyle magazines.


2. Layout
The new layout focuses on telling the stories around the interior design samples. It attempts to engage each customer more emotionally.


3. Photoshoot Planning
To give customers better idea about how each product will look like in interior spaces, more close-up shoots from different angles were used for images. Young-Lim hired new professional models who look familiar to customers to grab their attention. Also, the models were used to lead the audience to the product image and additional layout change was needed to cope with this design change.



FINAL RESULT



EXAMPLES OF INTERIOR SET PHOTOSHOOT PLANNING
I planned out the photoshoots for the catalogs.
Each scene is designed to tell its own story about the target customers of the products shown in the scene. 


PHTOSHOOTING PROCESS
I was in charge of directing the part including furniture such as kitchens, baths and wardrobes.



CATALOG VOLUMES
After publishing the first volume of the catalog, Young-Lim published additional 3 volumes. Each volume contained different kinds of product lines, but each being comprehensive in that product line. I was responsible for the kitchen, bath and furniture sections of those catalogs.




Mark