When D/C began working with Birkenstock — makers of the venerable sandal beloved by newspaper reporters looking for shorthand to describe liberal-hippie types — the only outward facing communication they did was an overly styled, somewhat flashy and definitely “off-brand” catalog. Slick and glossy, it just seemed to have no real connection with the soul of this ancient company. So the new catalog was crafted from the same real materials used to build the shoes. It recaptured the proper tone and spirit. It served to reinvigorate the loyal Birkenstock wearer and existing retailers. And it helped the sales force better define the brand and its place to their customers as distribution expanded into more mass channels.