Catalog
Challenge
In the luxury and gourmet gift industry, annual catalogs are one of the biggest marketing spends—and profit drivers—of the year. Producing a profitable catalog is critical in a world relying more than ever on digital marketing and sales. In the spring of 2018, I became the lead catalog designer.
Solution
Improving on an already solid base, I made effective adjustments to product copy layouts and expanded the use of on-brand design elements and typography. I made use of updates to InDesign’s paragraph and character styles tools. I also implemented square-inch analysis to the production workflow.
Result
A key measure of catalog success is per-book profit. While GiftTree’s catalog was regularly double that of its competitors before I took over, after my adjustments, profit grew by another 15-20%. The InDesign process improvements eased pressure on a production timeline with rigid print deadlines. Square-inch analysis gave the team more data to make better merchandising decisions.
