Creative Cut: Nautical Cataloger Doesn’t Sail Deep Enough Into the Water
Bluewater Books & Charts is a 104-page consumer catalog that offers navigational charts, instruments and gifts to the nautical community. In addition to the catalog, the company operates two retail stores and, of course, a Web site.
I suspect this catalog markets to high-income shoppers willing to spend a great deal of money on their hobby-based lifestyle, and Bluewater needs to capitalize on this with a design that’ll make sailing enthusiasts want to part with their dollars. But the Bluewater catalog is as predictable as a nautical chart in its careful organization.