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. Hotpoint in particular was a brand that hadn’t seen a brand refresh in years.

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.

With minimal standards generated by the client, my job was to maintain a sense of branding while also allowing for the growth of the brand’s visual identity as it was developed. Through slice-of-life imagery, bright colors, and bold geometric elements I crafted a catalog that will draw the attention of the working families its aimed at in a fun, yet still informative way.