Product Catalog Redesign

Modernizing a complex product catalog to improve usability, streamline production, and reinforce Avantik's One Solution Partner market strategy.

Role: Creative Designer

Campaign Deliverables: Catalog Redesign, Information Architecture, Print Production, Digital Integration

Challenge

Avantik's full product catalog no longer reflected the current state of the company. As the portfolio grew, it became difficult to maintain—filled with obsolete products, outdated branding, and an expensive print format that was slow to update.

It also no longer supported Avantik's One Solution Partner strategy, focusing primarily on proprietary products rather than the full range of solutions available to labs.

The goal: redesign the catalog into a more practical sales tool that was easier to produce, easier to navigate, and aligned with Avantik's new brand.

Previous Catalog

Content Strategy

The first strategic decision was to reduce the overall length of the catalog.

At more than 150 pages, the existing catalog presented several challenges:

Expensive & Slow to Produce

The catalog's size required a more complex binding and production process, increasing cost and turnaround time.

Difficult to Keep Current

More pages created more opportunities for product information to become outdated between print runs.

Too Much
Content

An oversized catalog made it difficult to prioritize the products and information most useful to customers.

Strategy in Action

With the strategy and specific challenges identified, the next step was to translate the strategy into practical design decisions.

Transition to Saddle Stitching

Reducing the catalog's page count made it possible to transition from perfect binding to saddle stitching.

This simplified production, reduced printing costs, and maintained a high-quality finished piece.

Prioritized Customer-Relevant Products

Working with the product management team, we evaluated the product portfolio to determine which products delivered the greatest value in the printed catalog.

By prioritizing the most relevant offerings and removing obsolete or lower-priority products, we created a more focused publication that better supported both customers and the sales team.

Example: The slide portfolio is popular and important,

so we were more detailed in our listings for that category.

Extend the Catalog with Digital Content

QR codes were added at the end of each product section, connecting readers to the complete digital catalog.

This allowed the printed piece to remain concise and easy to navigate while still providing access to the full digital product portfolio and most current information on our website.

Final Catalog

The final catalog brought the strategy together in a streamlined, modern sales tool. The redesigned system combined a more focused print experience with access to the full digital portfolio, while introducing an updated visual identity that better reflected Avantik's evolving brand.