Scrubs & Beyond produced a quarterly catalog was a key component of their marketing strategy, but it lacked structure and storytelling. When I was promoted to Director of Creative Services, I took on the challenge of transforming it into a cohesive and impactful marketing tool. This was my third catalog I had designed and produced, but was given the freedom to change the process and update, we went from a 75 page catalog to a 24 page sales tool, focusing on in-house brands and top stories. Working with the product team, we prioritized Scrubs & Beyond’s in-house collections and top-selling brands. To differentiate the offerings, I introduced a few monochromatic pages to enhance the vibrant color story centered around spring, creating the "Perfectly Spring Collection" catalog to reflect the season’s energy and style.
 

I developed a detailed storyboard for the 24-page catalog, outlining the placement of products and focusing on tops, pants, jackets, and accessories that aligned with the color theme. Managing the entire production, I coordinated the photoshoot, hired the crew, and worked with the product team to source products, accessories, and props. On set, I provided creative direction to ensure the images captured the desired aesthetic, showcasing models and flat lay arrangements in a fashion-forward way.

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The catalog was completed on time and aligned with the spring launch. It elevated Scrubs & Beyond’s brand presence by presenting the collection as fresh and vibrant, resonating with customers. The assets created from the catalog were seamlessly repurposed across email campaigns, social media, website content, and in-store signage, driving engagement and supporting the season’s marketing efforts.

Scope of Work:
My Work: Creative Direction | Catalog Layout Design | Production | Project Management | Storytelling | Store Concepts 
Creative Team: Posters | Website Content | Email Design