Like star athletes, brands require discipline and character to excel. Companies with unfocused brands risk losing to the competition. To gain a better starting position in the market, Holloway needed to structure its brand identity and overhaul its team apparel catalog. In response, Graphica linked the Holloway name with excitement and redesigned the company’s game plan for its catalog.

We devised a new strategy for Holloway, starting with a standardized logomark, identity guidelines and a high-impact graphic direction for the catalog. The graphic “personality” changes every year to keep the catalog fresh, with the story carried over on the Web site and in print ads. On every page, white space is generously used to create hero shots for the true star—the apparel.

Conditioned into a stronger, more cohesive force, the Holloway catalog instills a flush of pride and the thrill of success in customers. The redesign set a higher bar for the Holloway brand, one that better reflects the high-quality and price point of its products. With a powerful image that conveys greater value, Holloway has the advantage to score big over the competition.