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Catalog Art Direction
Scope
Bringing catalog design in house and giving both consumer and foodservice divisions a modern, updated look.
My Role
Art Direction, Photography Art Direction, Team Leadership, Project Oversight
Collaborators
Creative Director, Creative Services, Product, Marketing, In-House Photographers, External Photography Studios, Sales
I led the art direction behind bringing catalog production in-house, guiding my team through a redesign focused on stronger photography, clearer product navigation, and a more intuitive sales experience. I directed photoshoots with both internal and external studios and oversaw supporting sales materials. Across Hoffmaster, Say Hooray!, NFL-licensed products, and additional in-house brands, the initiative strengthened the quality and consistency of our sales tools while reducing reliance and expense on outside agencies.
