RADONAWAY
Printed Catalog
RADONAWAY PRINT CATALOG
RadonAway's annual catalog has been expanding each year, with the 2021-2022 edition reaching 108 pages and featuring a vast array of products.
Typically, I commenced work on this catalog in September of the preceding year. My workflow usually began with developing multiple cover designs (typically around six) for the executive branch to review and decide upon. Subsequently, engineering typically provided their specifications before year-end. I always aimed to have the core content of the catalog finalized for early-year production. Unfortunately, this timeline was often unattainable, despite my best efforts.
Design-wise, the catalog always straddled the line between an industrial manual and a visually appealing catalog. I made it clear to the executive branch that including images of every individual o-ring size was impractical. To me, the design represented a hybrid approach, combining the functionality of an industrial catalog with visually appealing elements. I implemented several improvements, such as organizing the catalog into sections with chapter pages for better organization and easy navigation. I also color-coordinated these sections and added the respective colors to the top corners of the pages. Additionally, I worked diligently to streamline the catalog by eliminating duplicate product listings. At one point, certain products were listed in the catalog 3-7 times.
Once all the information was gathered and consolidated, I collaborated with the print company on paper stock selection and reviewed all proofs diligently.
Despite my efforts, producing this catalog was often challenging. There were instances of inefficiency within the department, necessitating the digital marketing manager, the engineering department, and myself to shoulder the majority of the workload. The catalog frequently faced delays due to last-minute copy submissions from the copywriter, leading me to assume the role of copywriter in 99% of cases. The stylistic direction of the catalog was also a point of contention, with frequent changes in direction from the executive VP and the director of marketing, making my role as the sole professional creative a significant challenge.
CD: Luke Dobie
Designer: Luke Dobie
Photography: Luke Dobie
Copy: Spruce Environmental Engineering and Marketing Department collaboration.
