Blu Dot’s annual sales catalogue is their primary marketing piece each year. As a result, it must be many things to many people—both a seductive marketing tool and a lasting resource for individual customers, retailers and clients. This was achieved by splitting the book into two sections, based on a “reverse mullet” approach—fun up front, business in the back. The first section of the book is composed of lush environmental photography that asserts Blu Dot’s personality—a unique blend of humor, irreverence and Midwestern mythos. The second part of the book presents traditional product photography and vital information organized in user-friendly layouts. 

The photography takes this to a whole new land. There’s a story way beyond furniture.