​

These fashion catalogs were designed primarily for the ethnic
EY audiences. Our team was extremely customer focused, I liked the fact that the team always referred to and thought about their customer. Every opportunity was made to effectively engage customers. When planning a book, it was very common to hear: 
"She is looking for…", "She wants…”, or “She expects…” This practice was a helpful reminder that we were designing for the customer. Since most customers prefer the print catalog, great effort and market planning is focused on the catalogs over the e-commerce sites. This is one of the rare companies were I have worked when the print drove digital, as opposed to a digital-first operation.

PRODUCTION WORKFLOW

All catalogs were composited by me within InDesign and Catalog Studio. All promo copy, pricing, and product description text was entered and contained within Quad's Marketer's Studio and then imported into InDesign. Once the image selects were approved by the CD and CEO, they were uploaded to the Cumulus DAM for import into the InDesign document. This workflow provided a consistent and reliable method to produce 35+ catalogs for each brand a year. Each catalog would have a a theme determined by the merchants and the copywriter. Sometimes fitting the number of products in a logical manner was a major challenge.​ Working closely with the creative director and copywriter, we always came up with a viable solution.

​