Since 2023, The Chosen has released seasonal trade catalogs distributed to wholesale vendors nationwide — print-first documents designed to present the brand story alongside an ever-expanding product library. What started as a single catalog evolved into an ongoing publishing system, with each edition adapting to new seasons, new product lines, new sub-brands, and new marketing priorities while maintaining the visual coherence of the overall brand.
I designed each edition from concept through print-ready production — managing layout across 50+ pages of spreads, organizing a growing SKU library into clear ordering hierarchies, and balancing cinematic brand storytelling with the precision that wholesale distribution requires. Every catalog had to work twice: as a brand experience that communicated The Chosen's global reach and audience impact, and as a functional ordering document with accurate product details, UPC codes, and case quantities across hundreds of SKUs.
The work demanded both creative direction and production fluency in equal measure — knowing when to let a full-bleed Last Supper photograph breathe across a spread, and when to shift gears entirely into a tight, data-heavy product table. Keeping those two modes feeling like one document, season after season, is the job.
AGENCY: Voltage AD
ROLE: Art Direction, Graphic Design, Production Design
