Reframe the Catalog
Move from a short product list toward a resource intended for year-round use.
Art/Creative Direction
ASCD Sourcebook Catalog
ASCD Creative
Challenge
ASCD’s product range had grown while its catalogs remained at 64 pages. The organization needed a format that could present more resources and remain useful to educators throughout the year.
Creative Strategy
I proposed the Sourcebook concept as a resource educators would want to keep. The 116-page format combined a larger product presentation with a planned grid and editorial structure, connecting a marketing objective with a more useful reading experience.
My Role
Art Direction and Project Concept.
Collaborators
Senior Creative Director: Gary Bloom. Publisher: Stefani Roth. Lead Designer: Lindsey Smith, with ASCD Creative. Cover Typography: Donald Ely.
The Approach
Insight into ideas.
Ideas into experience.
Plan the Larger Format
Develop the concept document, wireframes, and grid guide for a 116-page publication.
Coordinate the Creative System
Bring cover typography, editorial structure, and product presentation into a coherent catalog.
Selected Creative
A closer look
at the work.
The Result
Creative with
a clear purpose.
The project delivered the Sourcebook concept and a 116-page catalog supported by planning documents, wireframes, a grid guide, and design comps.
Over $1 million
Sales for the first ASCD Sourcebook, reported in the original project account. A shared product and team result.