![\"\"](\"https:\/\/amyredmond.com\/portfolio\/wp-content\/uploads\/2017\/10\/12.kg_catalogCover-F.jpg\")
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Project<\/strong>: Product Catalog<\/p>\n Client<\/strong>: Kata Golda<\/p>\n Role<\/strong>: Art Direction + Design + Copywriting<\/p>\n Creating a print catalog for Kata Golda, a small business with over 400 products, is no small endeavor. This was my third \u2014 and at 64 pages, the largest \u2014 and while certain things have become easier, this epic project never fails to require everyone\u2019s full attention. From initial concepting and schedule planning, photography direction and copywriting, this project kept me busy for most of 2011.<\/p>\n <\/p>\n Behind-the-Scenes: Crafting Organization Systems<\/strong><\/p>\n To\u00a0assist with product organization I built an expandable SKU coding system, so that all products \u2014 and their image assets \u2014 could be easily identified by number.<\/p>\n For example, SKU 12-41-002 reveals these details:<\/p>\n Many of Kata Golda’s designs evolve over the years, but retain the same name. A teddy bear design for a photo album may look slightly different in 2014 than it did 2012, and it’s important to know when refilling an order for a wholesale client \u2014 or when searching for the correct image.<\/p>\n Designing the SKU system in this manner also allows it to grow and expand with the product line for years to come.<\/p>\n <\/p>\n A Consistent End-to-End Customer Experience<\/strong><\/p>\n Equally as important to the site were the forms buyers used to place orders and view pricing \u2014 not all buyers had converted to online purchasing, and many requested price lists for easy reference. It was critical these matched the website<\/a> and print catalog experience, both in content and design.<\/p>\n The price list also afforded us the flexibility to adjust prices as needed without updating the print catalog, which did not include prices \u2014 this evergreen approach reduced our costs over time.<\/p>\n The final push came in early 2012, as photography was wrapped up and the final layouts were put into place. The final stretch was the press proof review, which coincided with the delivery of the companion website<\/a>\u00a0and completion of the DIY Kit craft book series<\/a> that I also designed. The end result is a colorful, playful catalog that had just as much love poured into as the handmade products it features.<\/p>\n Art Direction & Design<\/strong>: Amy Redmond Experienced with working in agency and studio settings,\u00a0Amy Redmond<\/a>\u00a0is an art director and visual designer who thrives on variety, creating print and interactive work for corporate and non-profit clients. To keep her creativity refreshed, Amy balances digital design with time in her letterpress studio (Amada Press)<\/a>\u00a0in Seattle. She teaches typography at the\u00a0School of Visual Concepts<\/a> and letterpress printing at Partners in Print<\/a>, where she also serves as a founding member of PiP’s Leadership Team.<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Project: Product Catalog Client: Kata Golda Role: Art Direction + Design + Copywriting Creating a print catalog for Kata Golda, a small business with over 400 products, is no small endeavor. This was my third \u2014 and at 64 pages, the largest \u2014 and while certain things have become easier, this epic project never fails […]<\/p>\n","protected":false},"author":1,"featured_media":179,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[5,19,7,88,29,18],"_links":{"self":[{"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/posts\/177"}],"collection":[{"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/comments?post=177"}],"version-history":[{"count":9,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/posts\/177\/revisions"}],"predecessor-version":[{"id":1421,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/posts\/177\/revisions\/1421"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/media\/179"}],"wp:attachment":[{"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/media?parent=177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/categories?post=177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/amyredmond.com\/portfolio\/wp-json\/wp\/v2\/tags?post=177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n\t\t\t\t![\"\"](\"https:\/\/amyredmond.com\/portfolio\/wp-content\/uploads\/2017\/10\/12.kgCat_TOCspread.jpg\")
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\nPhotography<\/strong>: Frank White
\nCopywriting & Editing<\/strong>: Amy Redmond, Kate Dean, Alison Kaplan
\nPrinting<\/strong>: Lithtex Northwest<\/p>\n
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