Creative Direction, Art Direction & Design
Over the past 7 years I have created multiple catalogs and various special projects with Bloomingdale’s. Here’s a sampling of some of my favorite projects.
![Bloomingdale's Women's Catalog Campaign Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_covers.jpg)
![Bloomingdale's Catalog Fall Campaign 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_01.jpg)
![Bloomingdale's Catalog Fall Campaign 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_02.jpg)
![Bloomingdale's Catalog Fall Campaign 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_03.jpg)
This season saw a collaboration with artist Greg Lamarche who created custom letters for an omnichannel seasonal campaign. Fashion trends at the time were focused on “mashup” culture. For inside display a mashup typography language was developed.
![Custom Lettering for Bloomingdale's](https://chuensumran.com/wp-content/uploads/2020/05/mashup.jpg)
![Bloomingdale's Catalog Top Trends Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_04.jpg)
![Bloomingdale's Women's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609HOT-September-Hot-41.jpg)
![Bloomingdale's Women's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609HOT-September-Hot-47.jpg)
![Bloomingdale's Women's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609HOT-September-Hot-49.jpg)
![Bloomingdale's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_06.jpg)
![Bloomingdale's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609_HOT_07.jpg)
![Bloomingdale's Catalog Spring Campaign 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_cover.jpg)
We created a suite of Bloomoticons (emojis) complete with a special logo design and mobile app for users to use the emojis. All over prints of the emojis were created for Bloomingdale’s merchandise. Pop-infused, perky display type was drawn.
![Bloomingdale's Catalog Spring Campaign 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_01.jpg)
![Custom Logo and Type for Bloomingdale's](https://chuensumran.com/wp-content/uploads/2020/05/bloomoji_type.jpg)
![Bloomingdale's Catalog Top Trends Spring 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_02.jpg)
![Bloomingdale's Catalog Top Trends Spring 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_03.jpg)
![Bloomingdale's Catalog Top Trends Spring 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_04.jpg)
![Bloomingdale's Catalog Spring 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_07.jpg)
![Bloomingdale's Catalog Spring 2016 Woodblock Heels](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_08.jpg)
![Bloomingdale's Catalog Spring 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_09.jpg)
![Bloomingdale's Bloomiticons App](https://chuensumran.com/wp-content/uploads/2020/05/iPhone_bloomoticons.jpg)
![Bloomingdale's Bloomiticons print design](https://chuensumran.com/wp-content/uploads/2020/05/bloomiticons_mug.jpg)
![Bloomingdale's Bloomiticons print design](https://chuensumran.com/wp-content/uploads/2020/05/bloomoticons_iphone.jpg)
![Bloomingdale's Bloomiticons print design](https://chuensumran.com/wp-content/uploads/2020/05/bloomoticons_notebook.jpg)
![Bloomingdale's Catalog Vince](https://chuensumran.com/wp-content/uploads/2020/05/1503HOT_COOLGIRL-8.jpg)
![Bloomingdale's Catalog La Mer](https://chuensumran.com/wp-content/uploads/2020/05/1403HOT_103.jpg)
![Bloomingdale's Catalog Ted Baker Dree Hemingway](https://chuensumran.com/wp-content/uploads/2020/05/1403HOT_128_rev.jpg)
![Bloomingdale's Catalog Marc by Marc Jacobs Duffle Bag](https://chuensumran.com/wp-content/uploads/2020/05/1403HOT_161.jpg)
![Bloomingdale's Catalog Puma Sneaker](https://chuensumran.com/wp-content/uploads/2020/05/1503HOT_SHOES-4.jpg)
![Bloomingdale's Catalog Velvet](https://chuensumran.com/wp-content/uploads/2020/05/1403HOT_151.jpg)
![Bloomingdale's Catalog Dolce Vita Slides](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_CATALOG_PDF-35.jpg)
![Bloomingdale's Catalog Theory](https://chuensumran.com/wp-content/uploads/2020/05/1302FEB_01_FC-21.jpg)
![Bloomingdale's Women's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609HOT-September-Hot_Part73.jpg)
![Bloomingdale's Women's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609HOT-September-Hot_Part108.jpg)
![Bloomingdale's Catalog Tom Ford Spring 2016](https://chuensumran.com/wp-content/uploads/2020/05/1603_HOT_sun_2.jpg)
![Bloomingdale's Women's Catalog Fall 2016](https://chuensumran.com/wp-content/uploads/2020/05/1609HOT-September-Hot_Part13.jpg)
![Bloomingdale's Resort Catalog](https://chuensumran.com/wp-content/uploads/2020/05/BL_resort-31.jpg)
![Bloomingdale's Resort Catalog](https://chuensumran.com/wp-content/uploads/2020/05/BL_resort-1.jpg)
![Bloomingdale's Resort Catalog](https://chuensumran.com/wp-content/uploads/2020/05/Bloomingdales_520655-48.jpg)
![Bloomingdale's Resort Catalog](https://chuensumran.com/wp-content/uploads/2020/05/BL_resort-35.jpg)
Best of Men’s
As a contracted Associate Creative Director I oversaw the creation of multiple mens catalogs by Totem.
![Bloomingdale's Best of Mens Catalog Spring 2017](https://chuensumran.com/wp-content/uploads/2020/05/1703BOM_BestOfMens_Syndeca_RGB_PDFs_Part1.jpg)
![Bloomingdale's Best of Mens Catalog Fall 2017](https://chuensumran.com/wp-content/uploads/2020/05/1709BOM_Syndeca_Part1.jpg)
![Bloomingdale's Best of Mens Catalog Spring 2017](https://chuensumran.com/wp-content/uploads/2020/05/1703_Mens_01.jpg)
![Bloomingdale's Best of Mens Catalog Spring 2017](https://chuensumran.com/wp-content/uploads/2020/05/1703_Mens_02.jpg)
![Bloomingdale's Best of Mens Catalog Spring 2017](https://chuensumran.com/wp-content/uploads/2020/05/1703_Mens_04.jpg)
![Bloomingdale's Best of Mens Catalog Fall 2017](https://chuensumran.com/wp-content/uploads/2020/05/1709_Mens_01.jpg)
![Bloomingdale's Best of Mens Catalog Fall 2017](https://chuensumran.com/wp-content/uploads/2020/05/1709_Mens_02.jpg)
![Bloomingdale's Best of Mens Catalog Fall 2017](https://chuensumran.com/wp-content/uploads/2020/05/1709_Mens_03.jpg)
New Catalog Structure
Reconceived the structure of Bloomingdale’s catalogs, across all families of business, to promote a more unified message. Women’s and Men’s fashion were combined into a North-South Book. Home was polybagged with Fashion.
![](https://chuensumran.com/wp-content/uploads/2020/05/FallCatalogs_NS2.jpg)
![](https://chuensumran.com/wp-content/uploads/2020/05/FallCatalogs_stack.jpg)