Art Direction · Editorial Design · Merchandising · Photography · Copywriting · Print Production

The Project

A wholesale catalog has to do more than show product.

For Rookline, each seasonal catalog is designed to help merchants understand the collection as a whole—how colors, fabrics, silhouettes, and individual products relate to one another, and ultimately how they can be bought and merchandised together.

I oversee the process from merchandising story through physical production, translating each season into a cohesive sales and brand tool.

Merchandising & Color Story

I work through the collection to establish a clear seasonal color story, organizing products in a way that helps wholesale buyers understand natural combinations across categories.

The objective isn't simply to make the pages visually cohesive. It's to communicate how the collection sells together—giving merchants an intuitive understanding of assortment, color relationships, and opportunities for outfitting and merchandising.

Photography & Styling

I organize and produce the flat-lay photography used throughout each catalog, including developing shot lists, coordinating production, and styling the product and collage compositions.

The photography is intentionally built around the catalog rather than treated as a separate asset library, allowing imagery, product assortment, and page design to work together.

Editorial Design & Copy

I design and build each catalog in Adobe InDesign, establishing the hierarchy, pacing, product layouts, imagery, typography, and overall flow of the book.

I also write the editorial copy—including Rookline's About Us language—so the catalog communicates not only what we're selling, but the point of view behind the brand.

Print Production

My ownership continues through final production. I prepare and export print-ready files, source printing partners, evaluate production options, and communicate directly with printers around specifications and execution.