Debbie Travis Collection

With warmer weather fast approaching, Sears Canada needed to refresh their patio-focused catalogue. Beyond product information and price points, the goal was to create a lifestyle piece with an inspiring look and feel. In addition to a fresh look and deeper storytelling, Sears Canada worked with TV personality Debbie Travis to launch her exclusive patio collection inspired by her travels in Tuscany.

Working closely with the client, St. Joseph Communications was able to transform Sears Canada’s vision into the ‘Outdoor Style’ magalogue, supported by a series of online content extensions.


Outdoor Style is a 40-page magalogue that educates the customer on everything they need to make the most of the patio season, including style tips and tasty recipes from Debbie Travis.

Our team designed, wrote and photographed the campaign. This project required a quick turnaround and a solid logistics plan for shooting patio furniture in November. In some instances, lush greenery was digitally added in-post production using stock photos. In the hands of our retouching experts, the final pages showed no trace of winter.


When Sears Canada initially approached us with the idea of the ‘Outdoor’ Style magalogue, the project scope only included the printed piece. Working together, we extended the reach of the printed magalogue through a multi-platform campaign that expanded into the digital world to tell a deeper and more relevant to the Sears customer.

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