On the other hand, I think Veer produces probably the best catalogs I’ve received in my decade as a designer. To begin with, the format of these catalogs resembles a periodical, rather than a phone book. Aside from its eco-friendliness, these 50-page catalogs are a nice complement to the Web site (where the real selling is done, presumably), and their less intimidating weight is actually inviting, in my estimation.
Beyond that, though, I think that Veer is really the most successful of the stock photo houses in applying a truly editorial approach to showcasing their just barely above average inventory of imagery. Their creative team is sharp and sharp witted, as can be showcased in issue after issue of their catalog. These pages aren’t lavishly printed nor are they designed with the self-conscious ostentatiousness to which designers often succumb when producing work aimed at other designers. In fact, these catalogs aren’t so much designed as they are art directed. The creative principles at work in their pages seem to be a highly discriminating selectivity and an insightful eye for subtle, gentle bits of design humor. It’s good work, and it’s put Veer.com at the top of my list for agencies I turn to when a project calls for pictures of businessmen shaking hands and looking very succesful.
I’ve had my fair share of Veer catalogs and agree with your thoughts. I’ve cut up a few and posted their pages on the walls of my old office. There’s something simple about them and they do have interesting partnerships with the “rockstar” designers. They seem to know what they’re doing.
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