Goals

The goal was to produce a polished, technically accurate, and visually compelling catalog that would resonate with lighting designers, specifiers, engineers, and sales reps. The project began with a discovery phase involving collaboration across departments including sales and leadership. We gathered insight on how our current collateral was being used and identified pain points within the existing materials. This helped shape the core objectives: create a catalog that is both a high-end marketing piece and a reliable specification tool.

Process

I developed standardized templates for each product family and implemented a clear content hierarchy. Design development focused on blending functionality with brand expression. The catalog was built on a clean, repeatable system, utilizing generous white space, bold typography, and carefully curated visuals. I developed standardized templates for each product family and implemented a clear content hierarchy. Each product family was introduced with hero images, sku and title, then followed by technical specs. Application photography and lifestyle imagery were used throughout to contextualize performance in real environments.

Useage

Although initially designed for print, the catalog was also optimized for digital use. I created an interactive PDF version with clickable bookmarks, hyperlinks, and a searchable product index. This allowed for use on tablets, desktops, and within our sales portal. Additionally, the structure laid the groundwork for a future digital product catalog or microsite.

Conclusion

The new layout significantly improved product discoverability, reduced the number of spec errors, and helped drive early interest in two new product families that debuted in this edition.

This project not only elevated our brand presentation but also reinforced the importance of cross-functional collaboration and user-centered design in B2B marketing. It set a new internal standard for how we approach product documentation and sales collateral, and continues to serve as a blueprint for future marketing initiatives.