Craftsman Project Book
Gift with purchase, 25 page book
Gift with purchase, 25 page book
This Craftsman Project book was a gift with purchase for customers who spent $200 or more in the tool department at Sears. The client wanted a piece with a premium feel that delivered savings coupons to drive store traffic for the next six months. To that end, each month’s section featured a foldout page highlighting a tool category with seasonal project tips and a fugitive-glued gift card valid for that month.
I wanted the booklet to look right at home in a do-it-yourselfers garage or tool shed. I used corkboard and diamond-plate backgrounds to create a natural space for the tips and projects, and then arranged all the elements using duct-tape, torn paper, graph paper, push pins, and masking tape like a craftsman would in his work space. To give the how-to projects the authentic craftsman touch, I worked with an illustrator to create step by step illustrations using the simple line art style seen in many DIY books. As the final touch, I even included a spare sheet of graph paper after each section for DIYers to make materials lists or draw up plans.
Illustrations by Bill King. Creative Direction by Rich McClellan. Copywriting by Will McKeand.
Please scroll down to see additional spreads.
I wanted the booklet to look right at home in a do-it-yourselfers garage or tool shed. I used corkboard and diamond-plate backgrounds to create a natural space for the tips and projects, and then arranged all the elements using duct-tape, torn paper, graph paper, push pins, and masking tape like a craftsman would in his work space. To give the how-to projects the authentic craftsman touch, I worked with an illustrator to create step by step illustrations using the simple line art style seen in many DIY books. As the final touch, I even included a spare sheet of graph paper after each section for DIYers to make materials lists or draw up plans.
Illustrations by Bill King. Creative Direction by Rich McClellan. Copywriting by Will McKeand.
Please scroll down to see additional spreads.
Each section was completed with a final hero tool page, and featured a monthly calendar plus an
un-coated graph sheet that made it easy for the do-it-yourselfer to sketch or keep track of their projects.
The page had a blind tear-off down the center for writing up To Do lists.
un-coated graph sheet that made it easy for the do-it-yourselfer to sketch or keep track of their projects.
The page had a blind tear-off down the center for writing up To Do lists.
June spread, closed.
June spread, open.
