TOMS Spring Catalog

Designing a catalog worthy of a mission-minded brand with a global impact.
Since its founding in 2006, TOMS Shoes has been at the forefront of brands combining retail with a humanitarian mission. Their edict is simple: for each pair of shoes sold, they’ll give a pair of shoes to a child in need. The visual language for the brand is earnest, hopeful, and highlights the relationship forged between the loyal consumers and the people their purchases affect. When it came time for JMS to design the TOMS spring catalog, we wanted to leverage that powerful spirit and sense of hope, and channel it into each page through an image-led, transportive experience. We focused on building an asset library of photos from a TOMS giving trip in Cambodia—which several JMS team members attended–then developed a narrative around that trip. The resulting effect was that of a travel journal, a celebratory, collage-like document that captured ephemeral moments and personal stories, while still showcasing the TOMS product in an engaging way.













