Photography Catalog Design For Dija Style as a Promotional Medium For Lampung Craft Products

The development of the creative industry and increasing competition in the marketing of local craft products have encouraged businesses to develop promotional media capable of effectively communicating the aesthetic value, characteristics, and uniqueness of their products. D’IJA Style is a Lampung-based craft business that develops products made from tapis (a traditional Lampung embroidered textile) and tappan (a unique textile to the Saibatin tribal community) fabrics by combining traditional cultural elements with modern concepts. However, limited visual promotional media have prevented the quality, cultural value, and characteristics of its products from being communicated effectively. This design project aimed to develop a photography catalog as a promotional medium to introduce D’IJA Style products and strengthen their visual appeal in supporting increased interest in Lampung craft products. This study applied a qualitative descriptive method, with data collected through observation, interviews, literature review, and documentation. The collected data were analyzed using SWOT analysis as a basis for determining the creative strategy and visual concept of the design. The resulting photography catalog was available in both print and digital formats, presenting D’IJA Style products through product and fashion photography. The design applied visual communication design principles, including layout, typography, color, and visual concepts that were consistent with the brand identity. The photography catalog is, further, expected to serve as an informative, aesthetically appealing, and professional promotional medium that strengthens product appeal and expands the marketing reach of D’IJA Style.