ATD Press Spring/Summer Catalog 2017
Creative Direction | Publication Design | Art Direction
Project Overview
The ATD Press Spring/Summer 2017 Catalog was developed to promote new publications and resources for talent development professionals.
The project provided an opportunity to explore a more handcrafted and visually distinctive approach to publication design by incorporating paper quilling, a technique that had not previously been used within ATD Press marketing materials.
My Role
Led the creative development of the catalog from concept through production, establishing the visual direction, designing the publication, and overseeing the creation of custom handcrafted artwork used throughout the piece.
Creative Approach
The concept was inspired by the 2017 National Cherry Blossom Festival, drawing on the organic forms and vibrant color associated with the event. Rather than relying solely on digital illustration, the design incorporated handcrafted paper quilling to create dimensional artwork that added texture, depth, and a more tactile visual experience.
The approach introduced a unique visual language to the catalog while reinforcing themes of creativity, growth, and learning.
Key Deliverables
Spring/Summer catalog design
Custom paper-quilled artwork
Art direction and photography
Print-ready publication files
Concept Development
The project began with a series of digital concepts exploring how paper quilling could be integrated into the publication design.
The selected direction translated the visual energy of the Cherry Blossom Festival into a handcrafted composition that could be used across the catalog cover and supporting layouts.
Artwork Production
Each paper element was created by hand using traditional quilling techniques, then assembled and photographed to match the approved concept.
The resulting artwork introduced a level of craftsmanship and dimensionality that would have been difficult to achieve through digital methods alone.
Final Publication
Following photography, the imagery was refined and integrated into the final catalog design. The completed publication combined handcrafted artwork, editorial layout, and typography to create a distinctive promotional piece for ATD Press's seasonal publishing program.
Project Impact
The catalog introduced a new creative approach to ATD Press marketing materials by incorporating handcrafted artwork and custom photography, demonstrating how traditional techniques could be combined with contemporary publication design to create a memorable visual experience.