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We looked to enhance the bold new direction of last year's catalogue design whilst introducing enhanced planning and management techniques.

Read more about brochure design


Every stage of the project was laid out from the start to ensure every one working on the project knew exactly when each element was needed in order to achieve the accelerated timescale for the 2016 project.

Constant evolution and reshuffling ensured that the project was delivered on time and under budget.



Time was taken to ensure we developed a comprehensive layout that could work across Footwear, Workwear and PPE. The layout was then used by the team to retain consistency throughout the catalogue design.

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Breaker Pages

Once the main catalogue is underway, we work on the breaker pages - this may mean charting the history of PSF (travelling the city of Sheffield visiting some of the amazing places the business has been based) or sketching out a boot. It's an important part of the process of adding an extra dimension to the catalogue. 


JCB Focus

As the official UK licensee of the JCB brand, PSF must ensure the brand is a key focus of the catalogue. From dedicate lifestyle images to a custom layout design, the JCB Workwear products pages are always given special attention.



We were also responsible for producing all the lifestyle and product photography for the catalogue, which meant some late nights, standing in ditches and throwing water at a poor model in the studio.

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The Finished Article

After months of work, the catolgue was delivered on time and under budget along with the accompanying dedicated footwear brochure and JCB Workwear Brochure design.

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"James and the team at Cunning Plan exceeded all expectations with incredible creativity, photography direction and flawless management of the project from start to finish. They are a pleasure to work with and we look forward to continuing working with them for many years to come"

Joanne Dyson, Marketing Manager, PSF