Chevy Catalogs
Dream team. Mike Barton. Terry Orsland. Matt Coonrod. Jeff Hull. A full team of amazing design and production talent at Goodby, Silverstein & Partners took over the top floors of the Filmore building in Detroit, MI and made the Chevy catalogs sing. A few trips out to San Francisco helped hone the product, gel this incredible team and craft the final award-winning work. I was brought in as a freelancer to help write to the concept developed by Terry, Matt and Mike. They were looking for a more editorial feel for the catalogs with interviews with the engineers. Following my work at Audi Magazine, this editorial direction was perfectly timed. While Jeff Hull brought great journalistic chops to the table doing most of the interviewing, I began with the Equinox book (followed by Impala, Sonic, Colorado) and was then tapped to write many headlines across many of the other books. In time, as people began to travel back and forth to San Francisco, I helped Mike continue to keep the integrity of the books through client meetings, changes, new headlines, new features, and auto show updates. By the time we were finished, along with 4 entire catalogs I was given, I had touched in some way, whether a headline, copy block, revised page, subhead, bullets, or overall proofing, 19 catalogs in 6 months. There were many late nights to 1:00 a.m. I couldn’t have enjoyed dinner in styrofoam more than with the folks at GSP. A shout out to Jeff Munar, Juan Saucedo, K'Kio Hardin, Lisa Quirin and Eric Weir. I hope to work with them all again someday.
