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Design comprehensive product catalog for Accent Decor's Floral Essentials line targeting professional florists and wholesale buyers. Needed to increase customer engagement and order value while positioning program as essential resource. Catalog had to balance inspirational photography with functional specifications across 100+ SKUs organized by category.
Designed 16-page staple-bound catalog (5×8") organized by product category—budvases, vases, compotes, urns, bowls, pots, planters. Featured styled product photography with clear specifications (sizes, colors, dimensions). Developed typographic hierarchy with category storytelling sections like "Small Pieces, Big Impact" and "Designed for the Designer" connecting products to florist workflows. Integrated QR codes enabling print-to-digital shopping experience.
Distributed to floral professionals via direct mail, trade shows, and workshops. Catalog strengthened brand recognition and drove category exploration, with buyers reporting clear organization simplified product discovery. Print format became reference tool kept on-hand in floral studios. QR code tracking provided measurable engagement connecting print to digital conversions.
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