At over 300 pages, this annual catalog for Safariland is no simple undertaking. Targeted at law enforcement, civilian and military personnel, it contains all the products and services offered by Safariland. It takes months of hard work and dedication to make sure it lands ready for its unveil the week of SHOT Show, the biggest industry trade show of the year.
“We strive to make the catalog exciting and easy to navigate so our customers can find products that pertain to their profession.” says Caleb Lawrence, Dalton Agency group creative head/senior art director on Safariland. “This year we shot for over a week to capture the photos that are throughout the book.”
Lawrence, a former police reserve officer, always brings a special passion to this project, “The products take up a lot of surface area, but we try to work in a few kick-ass photos of recreated scenarios that law enforcement consumer and military go through every day. It’s a fun project to bring to life and a great client to work for.”
Here are a few photos to give you an idea of the scope of the catalog. It is a beast.