Front-Runner

To convey this message, product photography shots were redone in an “up close and personal” style to highlight their detail and texture, particularly the medals. The company also updated the copy from its prior role of providing technical product specifications (e.g., “this rosette has a 4 inch rosette top with 2 by 9 inch streamers”) to more of an emotional pitch to customers. It resulted in a very clean book, according to Brescia, more so than in previous years. “Previously, there was no feeling to the catalog, and it didn’t convey the care that we put into the product or the quality of the product.”