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
I took ownership of the catalog from concept through production. The creative director gave me the autonomy to lead the project directly, trusting my judgment on direction — I established the visual direction and designed the publication. A fellow graphic designer wanted to be part of the hands-on artwork, so I taught him paper quilling and we worked side by side to bring the custom artwork to life, with me directing the creative vision throughout.
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, I 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.
I translated the visual energy of the Cherry Blossom Festival into a handcrafted composition used across the catalog cover and supporting layouts.
Artwork Production
I hand-crafted the paper elements using traditional quilling techniques, and taught the technique to a fellow graphic designer who wanted to be part of the hands-on artwork process — the two of us worked side by side to produce, assemble, and photograph the pieces to match the approved concept, with me directing the creative vision throughout.
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, I refined the imagery and integrated it into the final catalog design, combining 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, demonstrating how traditional handcraft techniques could be combined with contemporary publication design to create a memorable visual experience — and showcasing a level of hands-on craft and creative range beyond typical digital design work.