Where product, story, and design come together.
Two brands, two completely different production rhythms — one catalog built around trade show timing, the other rebuilt from scratch twice a year across two regions. Both had to do the same job: present a massive, technical product range clearly enough to move someone from browsing to buying, without losing an ounce of brand presence along the way.
Different constraints. Same standard.
BayPhoto Lab | Annual Product Catalogs
Art Direction & Catalog Design
Four catalogs over the course of the role, each one timed to the industry's biggest moments — WPPI and Imaging USA — rather than a fixed calendar. Each covered tens of thousands of product and feature-option combinations across Metal Prints, Acrylic Prints, Wood Prints, Canvas Prints, Photo Prints, Framed Prints, Photo Books and Albums, and more, alongside full specs, pricing tables, sizing, and feature options for every product. There was no version of "close enough." Every surface, size, and finish had to be shot, styled, and post-produced to hold up under scrutiny, because for a print lab, the catalog wasn't marketing about the product — it was a sample of the product.
Directed full product photography and post-production stylization across the entire matrix, building contextual imagery that gave technical products a sense of place instead of a spec sheet. Built a flexible in-house asset library with production teams, cutting reshoots and carrying usable coverage forward from one release to the next.
O’Neill Wetsuits | Seasonal Product Catalogs
Campaign Art Direction & Catalog Design
Two seasons, two regions, one deadline that never moved. Over the course of the role, 20+ catalogs shipped across US and EUR markets — Spring/Summer and Fall/Winter every year — with 50+ pages and 1,500–2,000 SKUs apiece across men's, women's, and youth, each carrying full specs, pricing tables, sizing, and feature options. Colorways, materials, and graphic packages were turned over completely each cycle, which meant the system had to be rebuilt, not just refreshed, twice a year.
Art-directed campaign visuals and product presentation across wetsuits, Lycra, vests, and accessories, managing full color and graphic package variation season over season. Each catalog carried the look and feel of the current campaign — layout, imagery, tone pulled directly from that season's creative — so a customer moving from ad to catalog never felt a seam. Directed photography across studio, lifestyle, and action environments to put technical gear to real use — surf, wakeboard, waterski, paddleboard, dive.
A reusable asset library, built from neutral samples, made that pace sustainable — 20+ catalogs without 20x the cost.
