PURDYS CHOCOLATIER SEASONAL CATALOGUES

Situation

Christmas and Easter are Purdys Chocolatier's most important sales seasons, making the Group Purchase and Fundraising catalogues critical marketing pieces that supported thousands of customers, schools, and organizations across Canada. The catalogues needed to showcase seasonal products while ensuring every detail—from product information to pricing—was completely accurate before going to print.

Task

As the lead graphic designer, I was responsible for designing and producing the seasonal catalogues from concept through final production. Beyond creating a visually engaging publication, I needed to coordinate information from multiple departments, manage numerous revisions, and deliver a print-ready catalogue on schedule with zero room for production errors.

Action

I collaborated closely with Photography, Purchasing, Supply Chain, Marketing, Quality Assurance, the Group Purchase team, the Fundraising team, and Executive stakeholders to gather, organize, and validate all catalogue content, including photography, pricing, product codes, weights, and product descriptions. I designed the catalogue layouts, maintained consistency with the Purdys brand, and managed multiple rounds of cross-departmental proofing to ensure every detail was accurate.

Once the artwork was approved, I partnered with an external print vendor to oversee production, selecting materials, coordinating press checks, reviewing colour accuracy, and providing final print approval to ensure the finished catalogues met Purdys' quality standards.

Result

The catalogues were successfully delivered on time for both Christmas and Easter campaigns, providing a polished, accurate, and engaging sales tool that supported two of the company's highest-revenue seasons. Through careful project management, cross-functional collaboration, and rigorous quality control, the catalogues met the expectations of stakeholders across the organization while maintaining the premium brand experience customers associate with Purdys Chocolatier.