The yearly product catalog for Snow Joe® was the biggest design project each year. Featuring every active product — over 800 SKUs across 8 brands — it was used at the National Hardware Show each year, in subsequent sales meetings, and featured online. Being a fast-paced, e-commerce company, Snow Joe was frequently releasing new products, changing/improving old ones, and discontinuing obsolete ones each year. The 2022-2023 catalog had over 150 new products, over 4 dozen changes to active products, and was to be the biggest catalog we'd created yet.
The main content pages (featuring up to 6 products per spread in a vertical grid layout) took up the majority of the book. I assisted in the template design for the product listings, and then took the lead on the pages that made a higher impact and didn't follow the template.
The upfront pages, which featured company info, accomplishments and highlights from the year, and high-impact spreads were designed by me. Additionally, I created/edited the majority of images and lifestyles that were dispersed throughout the catalog.
The images featured on each spread were predominantly photographed and edited by me, or created in Adobe Photoshop as a pseudo-lifestyle (a composite of images and textures edited to appear hyper-real.) This style of photo editing and designing became the standard for the Snow Joe + Sun Joe brand used to this day.
