catalog - redisigned

Taking the lead as the Creative Design Manager, it granted the opportunity and the timing to rebrand and redesign a new look for LAFCO. Redesigning our catalog was step one. We were losing customers and not gaining any new ones because there wasn’t a clear message or aesthetic to our products.


LAFCO 2016 Sample pages

Sample pages from LAFCO 2016 printed catalog

In collaboration with a talented photographer and team Antonis Achilleos ( and the amazing prop styling by Christopher White ( and team.

We added stronger visuals and a clear message throughout the catalogue to help contribute to establishing our LAFCO brand. We capitalized on key components that made our company stand out in order to help build credibility. We want the market to look at our catalogue as an extension of our brand and not just a printed list of products.

Adding product knowledge pages allows us to reduce the redundancy of presenting the same information throughout the catalog and utilizing enough white space to place barcodes for items as a tool for the sales reps and customers to directly purchase as they flip the pages. The new layout and presentation of our best fragrances elevates our number or product selections as a whole rather than individual items. That way customers can merchandise each fragrance as a story and emphasize our concept of every home/ room has a fragrance.