Building the Book

The product catalog was central to this launch, featuring thousands of images showcasing finishes, glass styles, hardware options, and full-door mockups. I collaborated with our retouching partner, Scott Steen, to achieve photo-real precision.

• Led creative for hundreds of individual SKUs and door combinations
• Managed consistency across product types, finishes, and features
• Created visual systems for print, digital, and in-store

The result was a cohesive, powerful asset that empowered dealers to educate and sell confidently.

Channel Coordination

Launching a product of this scale required collaboration across every vertical—consumer advertising, trade shows, print brochures, dealer sales tools, and more. I worked with writers, photographers, and strategists to ensure alignment from national campaigns to local showroom signage.

This holistic approach guaranteed a premium and consistent experience for customers engaging with the brand.

Creative Impact

• Successfully launched a major new product line across multiple verticals
• Created thousands of high-fidelity assets used nationwide
• Helped elevate Pella’s image in a competitive entry door market

This project involved a deep dive into product storytelling, blending precision, beauty, and performance into one seamless launch.