I became the new Art Director for the 2024-2025 DADD catalog and I had to learn about the brand and their style. The DADD catalog has a vintage look and feel, so I sought to stay true to this while incorporating some modern elements. I directed a photoshoot that incorporated a couple of people local to the Orange City area to model for the cover. The team gathered vintage props, such as a 90's truck, an old ladder, an old clothesline, and an old whiskey barrel to feature the products on for other shots. In the catalog, I used a muted color palette of greens and browns with a watercolor field background to bring in the vintage vibe even more. I created layouts with strong angles and square edges to give it a modern feel. The overall effect was a catalog that stays true to the history of the brand, but is updated for the modern farmer.