After two years of designing and producing the Selective Software catalog, several of the executives and I left to start our own catalog, Smart PC. As in any new business, we all had to wear many hats. Fortunately, having grown up in an ad agency, where I started at the bottom (thanks, Dad), I had the writing, design and production skills needed to produce this 60-page catalog from top to bottom completely on my own. I do NOT recommend this procedure for sane people, or people that want to remain relatively stable.
This was produced in Quark Xpress on a Macintosh. Materials were provided directly by the vendors using Federal Express. I scanned their slides, transparencies, artwork or packages into PhotoShop. Based on the material and my product research, I then developed a creative concept for each product, wrote a headline and wrote the body copy. Pages were faxed or FedExed back and forth to vendors and my partners for approvals. Thankfully, today we have the Internet which makes it a lot easier. But I still don’t recommend doing it all yourself! Now it’s also easier to hire me to help you!
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