Van Uffelen was incorporated by Van Uffelen in 1945 and with 28 outlets and 70 years of experience, it is a household name in the world of retail. Today, Pieter Cox owns and manages the chain that sells stylish and famous brands for men, women and children. MOHR developed the photography concept for Van Uffelen in the form of an A3 newspaper. This newspaper is published six times a year.
One of the concept ideas: a 16-page A3 newspaper for the Van Uffelen sales days (Happy Days), in which we used photography to show how Van Uffelen makes people happy with lots of discounts. In addition, we profiled Pieter Cox as the face of Van Uffelen and with that the personification of the business and the engagement involved in it. As part of his profile, Pieter Cox, together with his buyers, talks about their love for the profession.
Prior to the shoot for Van Uffelen, MOHR meets with the buyers in order to decide which clothing sets we are going to photograph. Per page, we discuss which clothing sets, or promotions, sell best in combination with each other. Meanwhile, our stylist thinks of which accessories and props will complete the clothing set and she ensures that everything is ready and waiting.
Through its design, we give the newspaper a recognisable appearance. We do this by using a certain typography and heading, yet recognisable price communication and online buttons play a role too. Image editing is not performed after the shoot, but during; what are the possibilities in terms of image modification?