PRINT & DIGITAL

FROM LOOKBOOK TO LAUNCH

At Frugi, print and digital work hand in hand. Seasonal trade lookbooks are created as tactile, uncoated printed documents for wholesale customers, then carefully translated into digital formats for the trade portal. While the outputs are technically separate, they are designed to work as a single, cohesive campaign, supporting trade buying first before transitioning into consumer-facing launch materials.

My role sits across this entire process. Working closely with photography, merchandising, marketing, and senior stakeholders, I help shape how each season is presented, from data gathering and image selection through to print-ready layouts, digital experiences, and supporting campaigns across email, web, and social. This section highlights not just the finished work, but the collaborative, multi-disciplinary process behind it.

BEHIND THE BUILD

A closer look at the collaborative process and tools behind the finished work.

1. Document Setup - INDESIGN

Print documents are built in Adobe InDesign, using a custom workspace tailored to my workflow.

Pages are structured and numbered, parent pages applied, paragraph styles created, and layers clearly named to ensure efficiency and consistency throughout the project.

2. SEASONAL TRACKER - Excel

Working closely with the Merchandising team, their seasonal tracker is a single source of truth for product codes, pricing, margins, and key details.

It ensures we capture accurate information for print and digital, and highlights any updates needed after final seasonal signoff, including photography or colour changes.

3. CONTACT SHEETS - BRIDGE

We work closely with the photography team to organise and colour-code images in Adobe Bridge.

This allows us to coordinate edits seamlessly, keeping track of who is responsible for each image while ensuring the correct primary, secondary, and backup shots are ready for print and digital.

4. Photo EDITING - Photoshop

Tight photography schedules often mean I lead on image editing, ensuring consistency across all spreads.

Tones and colours are refined as layouts develop, creating a cohesive look across print and digital, with final sign-off from Photography and Senior Management.

5. Graphics - Illustrator

Custom vector graphics and seasonal embellishments are created in Adobe Illustrator to add personality and narrative across the lookbook.

These elements enhance each spread while supporting the collection story, ensuring print and digital assets feel cohesive and on-brand.

6. PRINT OUTPUT - Acrobat

The InDesign file is packaged to gather all assets into an organised folder and exported as a print-ready PDF to the printer’s specifications.

It’s then reviewed in Adobe Acrobat Pro using our print profile, before final sense-checks, proofing, and sign-off to ensure consistency and quality across all outputs.

GENERATIVE AI

I don’t rely on AI, but I’ve learned how to use it thoughtfully within my workflow to enhance what’s already there. Used alongside the Adobe Suite, it supports ideation, copy refinement, and efficiency, helping elevate creative output while keeping creative direction, craft, and decision-making firmly human-led.

From PAGE TO SCREEN

The printed lookbook plays an important role for trade customers. Its tactile quality helps communicate the mood, texture, and energy of each season. When the work moves into digital, the aim isn’t to replace that experience, but to translate it.

Structure, tone, and storytelling are carried across both trade and consumer platforms through email, social, web, and for trade, the NuOrder hub, ensuring the same seasonal feeling comes through on screen as it does on the page.