Part of a collection of catalog’s designed for GE Appliances in 2020, in which the primary goal was to readdress existing design standards that had been in place for years, but may or may not have been working in terms of of the end-users. After gathering first-hand feedback from local dealers, my team made the decision to pursue more simplified introductions, with less marketing and more editorial content. While maintaining individuality across the different brands, the ultimate direction was one of clean layouts that favored clear information and big pictures.

Haier, as a brand, is closely aligned with the small space living you typically find in more urban environments;their tagline is ‘Born for the City’ afterall. So with that in mind, the solution for their branded catalog was to use bold, high contrast black and white photography paired with a single bright blue from their brand palette for accents. An overall more urban and youthful feel that would appeal to the target demographic while maintaining a consistency in underlying design choices with the rest of the family of catalogs.