Problem To Solve: The catalog is a 40 page book which is designed to help the sales team study the product, have all the facts and support them during a sale. I work with the photoshoot and product photos from the PDP/Lifestyle shoot. I silhouetted and edited jacket photos as well as on model photos. Some of the photo editing is done by team members.
My Role: This project is large and takes careful planning. I begin the project ahead of schedule so that there is enough time to print the books and make final changes to each product page as samples evolve. I worked with the Marketing/Ecommerce Department on the final design, Planning Department to receive all the details for each jacket as well as which details need to be grouped together while the product department was updating the samples. I touched base with the sales department to ensure that the layout and hierarchy displays all information needed for their client meetings. I also discussed the file with the printer, and deliver all assets with the INDD File. I keep the photos consistent and lay them out in a grid, designed to show one to ten colorways per a jacket. I worked on the project for 5 years using the template to fill in information as a production designer. Each year I evolved the design to become easier to use and to incorporate the large amount of information needed per a jacket. As the season continued, I kept digital copies of the catalog up to date and sent them to the VP of sales who distributes them to cross-functional teams.
Result: This is a select collection of layouts from the five catalogs I designed and produced for Alpha Industries. Better hierarchy as well as photos help the sales team to have all of the facts at their fingertips and avoids confusion between styles and seasons. Featuring lifestyle imagery next to the details about each product increases the support for the sales team and allows them to meet goals.
Team: Matt Pantoja, Anne-Marie Cheely
