These catalogs were created while working at Demdaco. I oversaw the entire project which consisted of 5 print catalogs + an iPad sales solution. Prior to my art direction, Demdaco’s look was inconsistent and hard to use. I was tasked with bringing the collections together under one consistent look for the brand.

I was responsible for the creative direction of photography (both individual product shots and hero shots), planning and collaborating with product teams, working with print vendors, managing budgets, and directing a team of designers to execute the final production of print and digital solutions.

The results: More storytelling, through photography, to help each unique collection come to life. A cohesive feel for the catalogs to hold together under one brand through consistency of layout, copy tone, photography, and use of color blocking. And, a digital translation of the catalogs to create an easy-to-use sales tool that worked well alongside the print catalogs.