Editorial
Second Step Catalog
A catalog redesign that turned a complex educational product lineup into a clearer, more visual, and easier-to-navigate print system.
- Editorial
- Catalog
- Brand System
- Role
- Marcom Creative Manager / Creative Direction / Editorial Design
- Client
- Committee for Children
- Year
- 2019
- Deliverables
- Catalog redesign, Editorial layout system, Cover design, Interior spread design, Information hierarchy, Product tables, Photography direction, Brand application, Print-ready production support
- Tools
- Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Print production
Challenge
Second Step needed a catalog system that could present a large educational product lineup without overwhelming educators, administrators, and purchasing teams.
The previous catalog relied heavily on dense copy, inconsistent hierarchy, and broad color usage. The redesign needed to make program information easier to scan while aligning with the updated Committee for Children and Second Step brand systems.
Approach
The redesign focused on making complex information feel organized and approachable. We reduced visual noise, clarified hierarchy, used more structured charts and product tables, and gave each section a cleaner editorial rhythm.
The system combined original photography, simplified layouts, stronger typography, clearer grade-level organization, and more intentional color usage. The goal was to help readers understand what each program included, who it served, and how to order without forcing them through long blocks of copy.
Cover System
The cover introduced a brighter, more human visual direction for the Second Step catalog while keeping the brand bold and recognizable.
Catalog Overview
The catalog system was designed to make a large product lineup feel easier to understand through clearer structure, pacing, and visual hierarchy.
Navigation and Intro Pages
The opening spread helped set the tone for the catalog while giving readers clear paths into grade-level programs, additional products, pricing, and order information.
Program Information Design
Grade-level program spreads used structured content blocks, visual charts, photography, and product details to make dense educational information more scannable.
Team and Brand Storytelling
The team spread gave the catalog a more human voice, connecting the product offering back to the people and mission behind Committee for Children.
What I owned
- Led the catalog redesign as Marcom Creative Manager.
- Guided the overall creative direction and editorial structure.
- Helped establish the layout system, hierarchy, and visual pacing.
- Directed the use of original photography and brand-aligned imagery.
- Collaborated with designers, writers, marketing stakeholders, and production partners.
- Helped translate the updated CFC and Second Step brand direction into a usable print system.
- Supported print-ready execution and final production.
Why it mattered
The catalog turned a complicated curriculum and product offering into a clearer customer-facing tool. It helped educators and administrators compare programs, understand grade-level offerings, review product bundles, and navigate ordering information more easily.
Impact
- The redesigned catalog was well received internally and externally.
- The visual direction helped influence future Committee for Children marketing materials.
- The project won a 2019 MarCom Gold Award for Print Media Design.