PANL Annual
catalog developed at Lava, 2011
PANL, the Photographers Association of the Netherlands, hands out an award for the best in applied photography every year. For its 20th year, it wanted to look both back and forward, and analyze the current state of affairs. Photography has been on the rise as an autonomous art form as well as a medium in which more and more amateurs take part. The applied photographer is left in the middle, with clients demanding more for what seems to be less and less budget.
We felt that comparable to design, photography is an excellent art form to reach a wider audience, and applied photography in particular can spark their interest because of the communicative aspect of it. Therefore, instead of developing a standard catalog for the incrowd, we wanted to create a book that could one day be on the shelves of leading bookstores. The new structure gives insight into the story behind applied photography, and the story behind each photo. Developed with Lava's triple A editorial designer Noortje Boer and our incredible intern Manu Meijer + the awesome editorial team Jos&Claudia.