prAna Spring Catalogs
the mission
prAna, a sustainable clothing brand under the Columbia Sportswear Company umbrella, mails a series of seasonal catalogs (made with recycled paper, of course!) to thousands of buyers who have either purchased from them before, or prospects who are entirely new to the brand.
Our goal was to tell the brand’s story and showcase their responsibly made styles in a way that generated interest for both audiences. My personal strategy is always to write engaging headlines that grab the reader’s attention as they flip through the pages, coupled with informative yet easy-to-understand subheads that drive the reader to act.
