BRAND SYSTEMS
CATALOGS, PRINT COLLATERAL AND SCALABLE BRAND ASSETS
Catalogs and sales tools are often the backbone of how products are understood, sold, and trusted. This work centers on building clear, accurate, and scalable print systems that support marketing and sales across catalogs, spec sheets, and sales materials. Each project begins with understanding the product, its differentiators, and its technical requirements, then translating that information into structured layouts that are easy to scan, reliable in print, and efficient to maintain over time.
SCOPE
Product Photography
Catalog Design
Sales Sheet Creation
Spec Sheet Creation
ESL VISION PRODUCT CATALOG
ESL Vision — Catalog & Sales Tool Development
The ESL Vision catalogs were created to help customers, distributors, and sales teams clearly understand technically complex lighting products and how they fit together. The primary goal was accuracy and clarity, ensuring detailed specifications, product differences, and configurations were communicated in a way that was easy to scan, trust, and use in real sales conversations. My process began with deep product review, followed by hands-on product photography, copy development where needed, and the design of structured, readable layouts. Each catalog was built as part of a larger system, supporting spec sheets and sales materials while remaining production-ready and easy to update as products evolved.
PRODUCT DOCUMENTATION & SALES TOOLS SYSTEM
This body of work represents a unified documentation and sales tool system created to support ESL Vision’s products across technical, sales, and installation use cases. The goal was to ensure consistency, accuracy, and clarity across spec sheets, sales sheets, and installation guides, regardless of who was designing or updating the piece.
I designed a flexible visual system that standardized layout, typography, iconography, and information hierarchy so product details could be understood quickly and trusted by installers, distributors, sales teams, and end users. This system allowed new materials to be created efficiently while maintaining a consistent look and structure across product lines.
In addition to system design, I created custom illustrations for installation guides to clearly communicate setup, mounting, and usage steps. These visuals were developed to reduce ambiguity, support correct installation, and minimize reliance on text-heavy instructions. All materials were built to be production-ready and scalable as products evolved.
ESL VISION MANUAL FOR NETWORK LIGHTING CONTROL
Konex Network Lighting Control User Guide
The Konex User Guide was created to make a complex, networked lighting control system approachable and usable for multiple audiences, including installers, system owners, and end users. The primary goal was to organize technical information into a clear, logical system that supported the entire lifecycle of the product, from planning and commissioning through daily use and troubleshooting.
I owned the guide end to end, including defining the information architecture, designing the app interface, testing and developing the product alongside the team, writing the full manual, and creating all supporting diagrams and graphics. The guide was designed as a digital-first production, using clear hierarchy, step-by-step workflows, and visual callouts to help users navigate both the physical system and the software with confidence.
This documentation became a key resource not only for installers and end users, but also for customer service teams, providing a consistent reference to answer questions, reduce confusion, and support successful system setup and operation.
VIIVA 3 DAY GUT RESET
3-Day Gut Reset eBook
The 3-Day Gut Reset eBook was created as a guided, short-form program designed to make nutrition and wellness content approachable, actionable, and easy to follow. The goal was to support users through a clear, structured reset experience while reinforcing brand trust through clarity, consistency, and thoughtful visual design.
My role included concept development, layout and visual system design, illustration and iconography, and production-ready execution for digital distribution. The content was organized into a day-by-day framework with clear hierarchy, making recipes, instructions, and educational sections easy to scan and return to. Design decisions prioritized readability, pacing, and a calm, supportive tone that aligned with the wellness focus of the program.
The final eBook functioned as both a standalone consumer resource and a scalable template for future programs, allowing additional resets or guides to be built quickly while maintaining brand consistency. The result was a polished digital asset that supported engagement, usability, and long-term reuse across marketing and customer education channels.
ESL VISION VERTICAL MARKETING CATALOG
Vertical Marketing Catalog (Co-Branded Distributor Edition)
This vertical marketing catalog was created for a distributor partner to support cross-marketing efforts and equip their sales representatives with clear, product-specific tools. The goal was to showcase only the ESL Vision products carried by that distributor, making it easier for reps to understand the offering, position solutions correctly, and sell with confidence.
The catalog was designed as a co-branded piece, balancing ESL Vision’s product identity with the distributor’s brand standards. Content was organized to be highly scannable and practical for field use, with clear product groupings, specifications, and visual hierarchy that supported quick reference during sales conversations. The vertical format was chosen for portability and ease of use by reps in real-world selling environments.
This piece functioned as both a sales tool and a supply reference, helping align distributor teams with ESL Vision’s product ecosystem while reinforcing consistency across shared marketing efforts. The final deliverable was production-ready and structured to allow efficient updates as product offerings evolved.