A catalog can be a transaction or it can be an artifact. We wanted this one to be something people left on their coffee table.

The Tecovas Fall catalog featured nearly every product the brand offered but the products weren't the story. The story was three people living on their own terms: a ranching family reimagining tradition at Parker Creek Ranch in D'Hanis, Texas; Micah Fink and the Heroes and Horses organization working with veterans in the Montana wilderness; and Nikki Lane, writing her own rules somewhere between Nashville and the open road.

Western goods for new frontiers. The title said everything.