Catalog Art Direction and Design

Targeted catalogs were a main sales driver at American Girl. We developed standard books that mailed several times a year, as well as exclusive holiday and spring books with seasonal themes that went to repeat customers. I developed merchandising layouts, directed product photo shoots, and lead designers in the final page execution. I also participated on sub teams to co-develop the seasonal themes and graphic assets that were used across print, digital, and retail channels. (Property of Mattel)