The SHERRILLtree Master Catalog is not only the flagship marketing piece of the company, but also a staple of the tree care industry. Unlike many catalogs that are discarded after a quick skim, the SHERRILLtree catalogs are saved for years. This is because founder Tobe Sherrill insisted that the catalogs relax on selling points, but focus heavily on instructions and knowledge, extending beyond products with helpful tips of proper techniques and how to use the products.
The challenges are the same every year for the catalog: create new engaging content, deliver high-end visuals, and continue to follow through on Tobe's vision.
I oversee this project, which has me develop the creative tone, as well as managing in-house resources, freelancers, writers, illustrators, photogrpahers, and the printer.