BayPhoto Lab: Annual Product Catalogs
Bay Photo Lab offers extensive Photographic Products to accommodate diverse requirements, including Canvas Prints, Metal Prints, Acrylic Prints, Framed Prints, Photo Books, Gallery Boards, Wood Prints, Xpozer, and more. Customers can choose from various paper surfaces, dimensions, mounting styles, and framing alternatives, resulting in thousands of potential product combinations.
I was responsible for designing and art-directing product catalogs' visual presentation and functionality. These catalogs are essential marketing tools that effectively highlight the offerings in Professional Digital Photography, tailored explicitly for Wedding, Portrait, and Nature Photographers.
The design process involved comprehensive art direction that emphasized showcasing various products in different sizes and shapes, with attention to diverse finishes, surface materials, mounting options, and display choices. With full access to the photo lab and a talented production team, I could order blank product samples. I discovered multiple ways to photograph these products and their unique features, enabling us to return unused items to production. This approach minimized costs and allowed us to build a complete digital product library using "Smart Object" images tailored to the product's target audience. Each product shoot was skillfully stylized in post-production to enhance its presentation within the overall layout and design.
As a result, I created an informative and visually engaging resource for professionals eager to showcase their work or that of their clients, emphasizing the key principles of “Quality. Service. Innovation.” The content was adapted for various platforms, including trade show displays, marketing materials, social media, and updates to BayPhoto’s website. This strategy ensured consistent and flexible information use across all channels.
O’Neill Wetsuits: Seasonal Product Catalogs
I designed seasonal product catalogs that functioned as effective sales and marketing tools. These catalogs featured premium Wetsuits, Lycra, Wakeboard-Water Ski Vests, and other neoprene accessories designed explicitly for Surfers, Stand-Up Paddlers, Wakeboarders, Water Skiers, and other ocean enthusiasts to enhance their performance and durability in aquatic environments.
The design process involved thorough art direction, emphasizing the cutting-edge technologies of products such as neoprene wetsuits, sun protection gear, and flotation devices. Each catalog systematically presented various product features, technical materials, color options, sizing details, and pricing information.
We created custom-built, blank, neutral-colored, non-branded product samples photographed in our in-house studio. This approach allowed for easy updates in post-production, enhancing the aesthetic presentation and providing greater flexibility. It enabled us to efficiently create and update graphic packages and complete rainbow sets of every color option offered, which improved the overall look of the catalog’s layout and design. This approach effectively cut costs, ensured consistency, and saved time between sessions. Additionally, it would be applied to European product catalogs, allowing us to reuse and repurpose product shots.
These catalogs are vital marketing materials for the sales team, the O’Neill Wetsuits website, Business-to-Business (B2B) websites, Amazon, and In-store Point-of-Purchase, all contributing to a strong and consistent brand narrative. They are essential reference materials within the surfing industry, offering clear product descriptions and transparent pricing. Once finalized, these catalogs are printed for the sales team to promote globally in the Surf and Wakeboard-Water Ski Shops.
