Peter Chennell

Watermark The Catalogue of the RNLI The catalog selected for this issue's look at unique positioning and creative breakthrough is Watermark: The Catalogue of the Royal National Lifeboat Institution (RNLI). This catalogue was recently selected as one of the category winners at the 1998 European Catalogue & Mail Order Day's (ECMOD98) first Catalogue Awards. To the judges, this was one of the most well-conceived and best executed catalogues of the show, a unique honor for a not-for-profit, fundraising catalogue. Other than those for museums, successful not-for-profit catalogs are scarce in the United States. The RNLI catalogue shows us how it's done, with