Frederick’s of Hollywood

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I freelanced at iconic lingerie company Frederick’s of Hollywood as a production artist and graphic designer. With an eye on reinvention, the creative team was given the opportunity to concept the catalog’s redesign with a new “magalog” format, that would read more like a lifestyle magazine than a catalog

Below are several of my concepts, many of which were used in the final redesign.

  • Client: Frederick's of Hollywood
Magalog Rebrand Initial Concept. In this first concept I played with typography, found imagery, and copywriting to really push the idea of a lifestyle magazine as catalog
Customer: Frederick’s of Hollywood
Role: Creative Direction, design, copywriting, production
Magalog Rebrand Second Round Concepts. In the second round I used FOH’s own photography, exploring typography and layout that read more like a catalog. Several of my layouts were used in the official redesign, as were my font selections.
Customer: Frederick’s of Hollywood
Role: Creative Direction, design, copywriting, production