The Black Dog Holiday Catalog uses personal style to create a catalog that lands it on top of the pile

By Melissa Sepos

The calendar-catalog creation begins in August and ships in mid-October. To meet deadlines, Kolodny & Rentschler allow for Sullivan’s whimsy with a rough layout using photocopies of products from previous catalogs.

While Sullivan claims she doesn’t give intense thought to product placement, she makes excellent use of the front cover, inside cover, back cover and the order form. On these key pages, she has placed best sellers, new products, gift certificates and holiday specials.