Willoughby designed the original Peruvian Connection identity and catalogs with the goal of bringing an evocative Peruvian experience to catalog shopping through images and stories. We researched the culture and history of Peruvian knitting to understand what makes each garment special, how they are made, who makes them and what they symbolize. Through beautiful on-location photography, ethnic models and one-of-a-kind, hand-woven collections, each catalog is its own Peruvian moment. We designed the new packaging and environmental signage for the first flagship store, which opened in Washington D.C.
AIGA Kansas City A5 Award, 2008