MARSHALLTOWN Catalog Redesign

MARSHALLTOWN - Marshalltown, IA

As MARSHALLTOWN entered their 125th year of business, they wanted to highlight their roots as the Premier Line of Tools since 1890.

As a graphic designer, I presented concepts for the new catalog design and layout to the heads of marketing, sales, and executive team. The final concept and layout was approved, and I delivered final files to the print production facility and reformatted the catalog for digital applications. The new catalog received rave reviews, as it took a relatively uninteresting concept and applied lifestyle photography on every page to make it more applicable and appealing to customers.

  

Product and Lifestyle Photoshoots

I directed many photo shoots on various job sites, highlighting concrete, masonry, drywall, demolition and construction workers using MARSHALLTOWN tools in actual work environments. 

 
Catalog cover
Catalog cover

Flat Fulcrum Pry Bar signage that is inserted into the POP display.

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Print Design & Layout

I saw a need for engagement and inspiration in the previous catalogs. Seeing hundreds of pages of tables and small product images doesn't convince anyone to place an order. 

I pushed hard for large, sexy product images that customers could almost reach out and pick up. My goal was to use lifestyle photos to help viewers imagine themselves using the tools on their own job sites everyday.