The Studio of Frank Guia

Seasonal Catalog Design for Bonobos

Bonobos sends direct-mail catalogs almost monthly as a primary driver of customer acquisition. For about a year and a half, I was the lead designer for the catalog. My purview involved the storyboard, concept, and print production phases of the process. Catalogs are a major undertaking, which means extensive collaboration amongst many internal teams. The distribution list in some instances totaled over a million homes.
Bonobos sends direct-mail catalogs almost monthly as a primary driver of customer acquisition. For about a year and a half, I was the lead designer for the catalog. My purview involved the storyboard, concept, and print production phases of the process. Catalogs are a major undertaking, which means extensive collaboration amongst many internal teams. The distribution list in some instances totaled over a million homes.

Fall '15 Collection

Shot on-location in Berlin, Germany. Under new creative leadership, we improved the organizational structure for this catalog. We started from scratch instead of sticking to previous design norms. This allowed us to bring out the visual backdrops Berlin provided.

Summer '15 Collection

Shot on-location in Tulum, Mexico. Focusing on the activities around the area, the catalog explored a balance of different photography styles. It included various spreads with local recommendations, depicting an interest beyond menswear.

Spring '15 Collection

After an unfortunate arrangement with an outside contractor, I was asked to step in and execute the catalogs for March and April. In a less-than-ideal turn of events, I picked up the pieces and did my best to improve on the February catalog without departing too much from it. Dark times, folks.

Holiday '14 Gift Guide

Shot on-location in upstate New York over the course of two days. Simple, product-driven approach meant to highlight gifting ideas. The photography was meant to be reminiscent of social media. The theme of the Gift Guide was "20 Gifts He'll Want to Instagram."