Catering by Windows was one of Washington DC’s premier full-service catering and event companies \u2014 capable of producing an elaborate tented dinner for 300 or an intimate luncheon for 20, with equal attention to elegance, detail, and the particular personality of each occasion. The brief called for printed materials that communicated that range without sacrificing the visual sophistication their clientele expected.<\/p>\n\n\n\n
The Bloom Agency handled advertising, catering menu design, and event catalog production for Catering by Windows’ flagship printed collateral \u2014 a sustained engagement across multiple major projects in the early 2000s. The work spans two distinct visual registers that speak to the breadth of the client’s offering: a refined, high-key French menu system built around clean white space, warm typography, and intimate food photography; and a rich, jewel-toned wedding and special events collection anchored by dramatic tablescapes, tiered wedding cakes, and the quietly confident campaign line “We do…” \u2014 two words that do everything simultaneously.<\/p>\n\n\n\n
Photography direction for both systems was my responsibility, conducted on location in Catering by Windows’ facility showrooms and commercial kitchens. Getting food and event photography right at this level requires more than a skilled photographer \u2014 it requires someone who understands both the visual language of luxury hospitality and the specific story each image needs to carry within the larger collateral system. The fig imagery that anchors the French menu system, the candlelit tablescapes in the wedding brochure, the precise arrangement of prepared dishes in the catering catalog \u2014 all of it was directed and produced to serve the design rather than the other way around.<\/p>\n\n\n\n
The engagement also included a co-branded collateral piece for Catering by Giant \u2014 a partnership between Catering by Windows and Giant Food that required a dedicated sub-brand identity and marketing materials carrying both partners’ visual presence with coherence and appropriate hierarchy.<\/p>\n\n\n\n
Across both folios the Windows logotype \u2014 a custom wordmark in which the double-O carries a distinctive window pane graphic \u2014 anchored a consistent brand presence through every format, from full-size event catalogs and multi-panel brochures to direct mail and advertising pieces.<\/p>\n\n\n\n