Wednesday, March 14, 2012

selling Sells

My 32-page, self-cover catalog for Sells Goalkeeper Products has made it through a pre-press inspection by AM Litho without a hitch! PHEW! It's my first big project built in Adobe InDesign, so there was more than the typical amount of pre-press jitters here. After being a QuarkXpress user for years, I finally made the switch to InDesign several months ago. And now I can say with certainty, it was a smooth transition.

Sells is an industry leader in the area of goalkeeper glove technology. These gloves, designed for professional and elite goalkeepers, are distributed exclusively in the U.S. by a longtime client of mine, Goal Sporting Goods. The success of the Sells brand is in the hands, literally, of the high profile players that have endorsed these gloves. Each spread of the catalog takes full advantage of those critical relationships by featuring a professional goalkeeper in action, wearing the Sells product.

In order to not diminish the product itself, the goalkeeper images are placed on a layer above a solid blue background layer in Photoshop, and the blending mode of that image layer is set to "Luminosity". Many of the images had busy backgrounds—other players, crowds in the stadium bleachers, etc. I used a variety of techniques to minimize these noisy backgrounds and bring the focus to the player. My primary tools: Clone Stamp- remove a player and replace with grass, and Gradient Tool- fade the edges of the player image layer to transparent, letting the blue layer show through.

Pops of color used to highlight page numbers, new products, page footer information and glove performance category keep the spreads from being too monochomatic.

Featured players top to bottom:
Tally Hall- Houston Dyanmo / USA
Ben Foster- West Bromwich Albion / England
Andrew Dykstra- DC United / USA


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