Catalog Redesign
Overview: One of my biggest projects at McAneny Brothers was to redesign all 10 of the companies food service catalogs. These were not only visually outdated, but also inconsistent, hard to read, and included incorrect or over-explained information.
The Challenge
Cover Pages
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Outdated - chrome, multiple layers, cluttered collage
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Low contrast between words and backgrounds
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Inconsistent typefaces
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Leading, tracking, kerning, and sizes were not set properly
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No guides created to keep elements in place
Inside
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Cluttered
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Confusing category flow
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No guides and inconsistent spacing
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Incorrect or duplicated photos
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Missing design elements
These catalogs were initially structured in a way that made it a difficult process to edit. When products were added, taken away, or updated, every line of text would need to be shifted. With the urgency and quick turnaround needed for every project, there was never enough time to properly adjust layouts when a change was made.
Research & Ideation
I researched a few different food service catalogs from large and small companies. Based off of the information that the Food Service director wanted to include, I then created some rough layouts to present to her and the sales team.
Final Design
Once the layouts were approved, I locked in the guidelines and added layout/typography notes to every design file, ensuring the designs will continue to be consistent if other team members make any product changes.
The final publications were very well received and contributed to an increase in food service sales by 10%.
