Client: JoAnn Stores
Services: Photo Art Direction and Editorial Design
Photographer: Adam Pass
Styling: Sheila Clark
Hair & Makeup: Jamie Henson
Gertrude Made is a brand created by designer Cathi Bessell-Browne, a 'farmer's wife' living the country dream in Western Australia. Her sewing skills come taught from her late-grandmother and has become known for her country chic frocks and fabrics.
Developing the visual identity for Gertrude Made's sewing patterns, had to require a reflection of the collection — tons of natural colors and some pops of color. A set was developed for the photoshoot to resemble an Australian country/farm chic theme. Props were also carefully considered all the way down to the type of floral arrangements. Eucalyptus, a native plant to Australia, making an appearance front and center. When moving to the layout stage it was important to carry through with the same theme choosing handwritten inspired typography, soft, natural colors, and organic shapes and applying it across platforms from editorial to packaging design.