Watermark - The Catalogue of the RNLI (841 words)

The catalogue features a number of bundles and product offers that entice the consumer to increase the average order value.

Creative Presentation

This full-sized, 48-page catalogue is exceptionally conceived and executed. It is printed on a matte stock that is careful not to look overly glossy and expensive. The front cover clearly presents and reinforces the brand by greeting the consumer with a window in the shape of a boat's portal, that leads the consumer into the gift world of RNLI. The unreserved statement, "ALL proceeds from this catalogue go towards helping save lives at sea," presents the catalogue's mission at the outset. And the distinctive RNLI logo, prominently displayed in the lower right-hand corner of the cover, answers any questions the consumer may have regarding whom is doing the saving. The design is balanced, and the message is in no way ambiguous.