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| Tweeds, from layout to catalogue | |
| from Ad Week | | | | I've always been curious about how catalogues actually come together. I know a great deal of work goes into them, from merchandise selection and group-ing, to choosing the creative team, the location etc. and the layout. I was fortunate enough to meet up with Mira Zivkovich (of MZInc N.Y.), who recently undertook a creative project for Tweeds.
The project in question was the Tweeds Fall '92 catalogue, and Zivkovich, "I created layouts for the 76-page book, and I completed it in five days, "she proudly stated. "It actu-ally represented the first time in the history of Tweeds that a complete catalogue was fully laid-out up-front. It was unique also, in that it was fully-scanned in color and fully presented in color."
Shown here are excerpts from the book, most of which are in four-color. The exception is the 'shirt' layout, which was featured in black and white. Also high- lighted are the layout designs executed by Zivkovich, to exemplify how the process goes from the drawing board to the finished product, and to what extent the layouts were followed.
She added: "I chose all the poses. I positioned and sketched the models to emphasize the selling point of the indi-vidual items of merchandise. My layout was designed as a reference point for the photography shoot, not literally, but as a guide for the production crew, and the photographer."
"Tweeds seemed to like the finished product... the catalogue was executed pretty much following the original ideas." Zivkovich stated.
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