Editorial Design, Art Direction & Production Systems
Developed and managed the design and production of Cannatron's annual and midyear product catalogs, comprehensive publications showcasing the company's extensive portfolio of brands and products. The flagship annual catalog spans approximately 250 pages and 10,000 SKUs, covering virtually the entire product offering across the company's various brands. A smaller midyear edition was later introduced to highlight new releases, seasonal additions, and key product launches throughout the year.
One of the biggest challenges was modernizing an inherited catalog production process built around outdated and disorganized Adobe InDesign files. I developed an entirely new layout and production system that allowed the catalogs to be assembled collaboratively across the design team, with standardized templates, repeatable layouts, and a much more efficient approach to managing thousands of products and assets.
As the catalog program evolved, we introduced additional efficiencies by integrating other marketing and product launch materials into the editorial workflow. Existing product graphics, promotional assets, and launch collateral could be adapted into catalog layouts, creating a more connected design system across the company's marketing efforts. The midyear edition also became an important opportunity to spotlight new releases, particularly products launching ahead of CHAMPS Trade Shows, where timing and visibility were critical.
Initially, catalog production was one of the largest annual undertakings across the organization, requiring roughly a month of concentrated work. Through continued refinement of the design system, team workflows, and asset management processes, that timeline was eventually reduced to approximately one week. The result was a more manageable, collaborative, and repeatable production process capable of supporting one of the company's largest recurring marketing initiatives.