J.McLaughlin was founded in 1977 by brothers Jay and Kevin with a mission to create a new American sportswear brand that offers two key components: classic clothes with current relevance and a retail environment with a neighborhood feel. Their seasonal catalogues are a coveted must-have for their fanatical admirers. Overseeing the creation of multiple issues, including location and studio shoots, sophisticated layouts and product production, the project helped to fine-tune the company’s aesthetic from in a broad sense, while imbuing a strong sense of color, not limited to a set palette, and a narrowing of typefaces helped add a stronger sense of brand resonance to the printed pieces. This solution is still being utilized today.