"Spaces, not rooms." The catalog had to sell that distinction before it sold a single wardrobe.
AlternativeLab builds every piece to order, which meant the catalog couldn't lean on a single hero shot the way a ready-made furniture line might. Instead, it needed to carry the same tailored, considered feeling across an entire range: walk-in closets in sage lacquer, blush pink, and slate oak, each named like a fashion collection (Jungle, Ando, Active, Journey) rather than labeled by SKU.
Full-bleed lifestyle photography sets the tone on every spread, but the pacing does the real work. Wide establishing shots of a finished room give way to tight, cropped details: a drawer runner, a brass handle, a shoe rack sliding open, letting the joinery itself carry the argument for quality.
Widely tracked, uppercase typography and generous negative space borrow the visual language of high-end Italian design books, signaling artisanal manufacturing rather than mass production.
The result reads less like a product catalog and more like a lookbook: proof, before any wardrobe is chosen, that this is a brand thinking about how someone lives, not just what they'll buy.
CLIENT
Alternative Lab
PROJECT
Lookbook / Product Catalog
SOFTWARE
Adobe Illustrator
Adobe Acrobat Professional
