Designing and art directing publications, especially catalogues that run into hundreds of pages can be challenging. The diverse content calls for specific observations or ways of working. For example, the Ernest Jones watch collection meant capturing the finest details adorning watches worth many thousands of pounds. Or creating the John Lewis Nursery catalogues which involved art directing distracted toddlers on location. Whatever the publication, the principles of selling from the page remained the same, with proof of their effectiveness reflected in sales figures.