My last project with Shoppers also turned out to be one of the largest and most challenging that I’d undertaken for them—a complete redesign of the Shoppers Home Health Care catalog.
The cover design for the new catalog.
A new, relevant catalog that properly reflected the current brand and new products (the previous catalog was published about eight years previously) was a regular request from the retail stores and outside sales reps. Unfortunately, marketing budgets, resources, and vendor cooperation had all factored into the delaying its start.
Everything finally aligned in 2011 to allow our marketing team to properly tackle the job, and I was the key team member tasked with bringing everything together.
A two-page spread for wound care and first aid products.
I was art director on the project, commissioning an outside studio to create finished spreads from my original page templates. I also had to gather and edit product and lifestyle images (of wildly varying quality) from dozens of vendors, in addition to writing and editing copy for section intros and product descriptions. I wore a lot of hats in that job.
Everything went smoothly, and we created a modern, professional, and educational catalog that was overwhelmingly well-received by my colleagues, our vendors, and our clients. The finished product brought together the individual brand elements and marketing materials that I had developed over the years, and confirmed Shoppers Home Health Care as the leaders in their field.