Content Creation & Process

As much as I wanted to dive into this project head first, I set my vision to accomplish 5 things: planning, designing, branding, writing, and editing.

• Planning: Prior to joining the marketing team, images for the catalog had been spread through the vast universe of their drives. Before getting into anything else I scoured the 2019 catalog and the Andersen Hitches list of available products, to find all the necessary content (JPGs, PNGs, logos, etc,).

• Branding: Applying this to the catalog helped establish a set of rules in the design, so I had more direction. Previous versions of the Catalog (2019 and older) contained several different fonts per page and inconsistent colors. While it was informational, lacking certain rules made reading the catalog more difficult. It lacked the ease of predictability when wanting to take in information.

• Designing: The heavy-duty lifting of the project—putting all the images, layouts and copy together in Adobe InDesign.

• Writing: Luckily, most of the writing had been done in previous catalogs. However, the voice of the writing sounded like an infomercial with unnecessary exclamation points strewn about. Throughout the catalog, I removed many of the excessive exclamations and allowed the words to speak for themselves. Most of the writing was also technical to ensure product descriptions were clear and accurate.

• Editing: When mass producing anything, there can never be enough editing. Several pairs of eyes looked through the pages including 2 marketing team members, the Vice President, and the President of the company. Several edits came from me during the drafting process—checking for correct images, corresponding part numbers/SKU numbers, accurate product specs, spelling, grammar, layout design, linked files, and working QR codes.