Creative direction · New Human

New Human product guide

One hundred and two pages, one product language.

The 2022 New Human product guide cover with two open spreads fanned behind it
Organization
New Human
Role
Creative Director
Scope led
Catalog architecture, design system, every page
Format
102 page product guide, Letter

A complete product guide for the New Human catalog. I directed and designed all hundred and two pages, which meant deciding the unit that every product would use and then holding it across the whole line.

Work by Will Mosley during his tenure as Creative Director at New Human. Full catalog direction and design confirmed.

An open spread where the Oligo category begins, with the first product entry

01

Decide the unit once.

Each product entry uses the same block: name, code, purpose, a short description and ordering detail. That one decision let a hundred pages be produced without a hundred layouts.

Three product pages side by side, the same entry unit repeated for two product lines

02

Navigation for a thick book.

Category openers and running heads let a practitioner find a product by section. The guide is used at the desk, not read cover to cover.

The guide cover and its final product page

03

A cover that sets the tone.

The cover and back cover frame the catalog as a reference, calm and complete. Everything inside keeps that promise.

Up close

A hundred pages, one decision.

Each entry shows the bottle, the ingredient list and the flat label at one size.
Each entry shows the bottle, the ingredient list and the flat label at one size.
A category name in black over a product name in orange opens each section.
A category name in black over a product name in orange opens each section.
The contents list is one column of names and page numbers, nothing else.
The contents list is one column of names and page numbers, nothing else.

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