Art Direction, Brand Evolution

Editorial Catalog Layouts

This collection highlights my editorial catalog layout work across Fingerhut, Appleseeds, and Norm Thompson—each project driven by bold, strategic initiatives to modernize legacy layouts and breathe new life into familiar formats.

From concept through execution, I led visual overhauls that transformed static, transactional pages into dynamic, story-driven spreads. The goal: elevate the customer experience through more engaging content, contemporary design systems, and refined editorial storytelling. I introduced new grid systems, art direction approaches, and content hierarchies that prioritized clarity, emotional connection, and conversion.

What you'll see in this section is more than layout design—it's a showcase of brand evolution through editorial vision, where each page tells a more compelling story and supports strategic business goals.