A Chat With David Isham, president/CEO, National Roper’s Supply

I hired a graphic designer who had a little experience in my industry, and she turned out to be the creative genius behind our catalogs. She’s still with me. For five years we produced all of our catalogs. Sitting right beside her I’d shoot a picture and hand her the card. She’d download them and put them together. She didn’t know much about saddles and tack, but before long she knew what I expected a page to look like. I became the creative guy behind the catalog for a while. I had a lot of horses, so I’d go out to my place, put the saddle on, shoot the picture on the horse and bring it back. We had a still shot from what I had taken inside and an action shot and our catalog became really neat. It was extremely inexpensive to shoot our own stuff digitally.