(01) About
Client
JCPenney
Creative Direction • Branding • Photo Direction • Print Design • Infographics
Making a new home for modern style.
JCPenney was undertaking a home-store transformation, refreshing more than 500 locations and introducing a new lineup of design-led brands. The launch needed a visual story big enough to match the scale of the change: a comprehensive catalog that introduced customers to a more contemporary JCPenney Home.
The new JCPenney Home experience moved beyond the familiar, bringing in names like Martha Stewart, Jonathan Adler, Sir Terence Conran, Michael Graves, Pantone, and Bodum. The nearly 200-page catalog gave those brands and the existing JCPenney assortment a shared place to shine. Part inspiration book, part shopping tool, it brought a fresh point of view to every room of the home.
(02) Cornerstone
Making window treatments a main event.
Window treatments accounted for nearly a third of the 200 page book, a significant part of the launch story.
The section opened with a dramatic four-page gatefold, with a measuring guide tucked inside. This was designed to make a highly functional category feel more inspiring and easier to shop. Simplified size charts made product details easier to navigate, while rolled fabric swatches showed off texture and color with greater dimension. Feature photography expanded the role of window treatments beyond the expected. Drapery, hardware, and decorative details were shown as design elements with the power to transform a room.
Modern, neo-classic, and traditional settings helped customers find a style that felt like home.
(03) Brands
A guide to what’s new at home.
This supporting brand book created a clear, cohesive story around the new lineup, giving customers a first look at the brands reshaping JCPenney Home. Each brand brought its own personality, product perspective, and audience appeal. The book created room for those distinct points of view while connecting them through a single, modern expression of JCPenney Home.
Part brand introduction, part inspiration piece, it helped customers understand the breadth of the new offering—and see how each collection could fit into their own space.
