The annual Snow Joe® product catalog was the largest and most comprehensive design initiative each year, showcasing every active SKU across the company’s eight brands—more than 800 products in total. As a key sales and marketing asset, the catalog played a central role at the National Hardware Show, supported seasonal and year-round sales meetings, and served as a reference tool online. Given Snow Joe’s fast-paced e-commerce environment, the catalog required constant adaptation: each edition introduced new products, reflected updates or improvements to existing ones, and phased out discontinued items.
The 2022–2023 catalog was the most ambitious yet, featuring more than 150 newly launched products, dozens of product revisions, and an expanded content structure.
While the bulk of the catalog consisted of core product listing pages — organized in a vertical grid accommodating up to six products per spread — I contributed to the layout template and then took creative lead on the high-impact, non-template sections.
These front-of-book pages, which highlighted company milestones, brand storytelling, and major product innovations, were fully designed by me. I also produced and refined the majority of product imagery and lifestyle visuals incorporated throughout the book.
Much of the catalog’s visual identity stemmed directly from the imagery I created. Many spreads featured photography I edited myself, while others relied on hyper-realistic pseudo-lifestyles: intricate composites built in Adobe Photoshop using product renders, textures, lighting effects, and environmental elements. This distinct visual style not only elevated the catalog but also set a new standard for the Snow Joe® and Sun Joe® brands — becoming a signature aesthetic that continues to influence the company’s imagery across platforms today.
