Gameguard Catalog
The Project
GameGuard Outdoors is a premier outdoor clothing company. This company is unique, however, because it deals directly with distributors and shop owners rather than the public at large. Because of this, GameGuard relies heavily on a yearly catalog to send to its clients to support the sales staff when they’re serving their own customers.
GameGuard’s marketing agency approached us to collaborate with them in the production of their catalog — it proved to be one of the most challenging and rewarding projects we’d taken on to date.
The agency wanted a product that would elevate their client’s visual appeal, match the quality of their products, and — most importantly — stand out from other catalogs. Shop owners and distributors may receive as many as 30 catalogs from competing brands during the buying season, and we knew they needed something that would catch their attention.
The Problem
Producing any project this large comes with its fair share of challenges, and GameGuard’s catalog was no different.
First and foremost, the client specializes in outdoor clothing rather than printing services. In short, the management staff didn’t know what they needed to accomplish the task. Up until this point, the quality of their catalog materials didn’t match the high quality of their products, and they needed a printer who would take them to the next level and increase sales.
Besides the gargantuan nature of the project, it needed to be done within two months — an extremely aggressive timeline. And, because GameGuard is selling clothing, the colors in the catalog needed to match the products, so clients could make accurate decisions for their shops and customer base.
Lastly, the client wanted the classy feel of a perfect bind, but the sales staff also needed something that would lay flat when opened, so they could easily make presentations and explain the products. All of these obstacles added up to a project that needed our utmost attention to detail.
The Solution
Ultimately our solution for this project was to be highly involved throughout the entire process, from start to finish, with the client’s marketing agency. Throughout the catalog, we used paper and materials in very unique ways to achieve a standout look, from a foil stamp on the cover to a die cut window into the inside.
We found a unique paper for this project, with an on-brand green side and a white side for accurate color printing. However, during the process, the mill ran out of stock, and we were forced to scramble for another solution: We decided to splice two sheets together to create a similar outcome.
For the perfect bind, we used a more creative solution to merge the best of both worlds. We used what we call a “hidden wiro,” where our cover folded all the way around the catalog, hiding the binding on the bottom of the book. When closed, it gave the perfect bind look, but still folded flat so the sales staff could do their job effectively.
We worked closely with the client’s agency to lock all of the colors before the catalog went to press. This meant we did numerous high-end digital proofs, making constant adjustments to ensure that the products on the page matched the products in real life.
Lastly, we handled most of the distribution for the catalog in-house as well. Due to the unique and diverse nature of GameGuard’s clients, we individually packaged shipments based on the amount needed — ranging from one or two copies to as many as 50.
The Outcome
Feedback for GameGuard’s catalog was extremely positive. Despite the demanding timeline and specific needs, we were able to deliver the full catalog on time and on budget, which always makes for a happy client. Plus, the catalog won the Best of Category (Catalog) for the Printing Industries of America Awards.
Most importantly, though, the catalog served its purposes. To quote one of GameGuard’s salesmen: ““If I can’t get a store to call me back, I just go and drop off the catalog. They almost always call back.” That sounds like a win to us.
PRINT SPECS
128 page + cover, 8.5 × 11.75 landscape catalog - Cover
Paper: 130# Classic Crest Eggshell Military Cover and 80# Maxwell Uncoated Opaque Cover
Outside print: Silver Metallic ink printed offset and clear foil stamp
Inside print: 4 color processGuts
Paper: 80# Maxwell Uncoated Opaque Text
Print: 4 color process printed offsetBindery
Cover had 2 papers laminated together to be green on one side and white on the other. Die cut window on cover so page 1 of guts showed through. Catalog was bound as semi concealed wiro bound. Several foldouts and short pages included.