ABOUT

Multilingual Print Catalogue | Art Direction & Layout System | International Brand Localisation

As a global trade-only supplier of promotional merchandise, SPS (EU) Ltd collaborates with a network of international representatives across Europe. In 2017, I was tasked with designing a new suite of European catalogues that retained the premium, lifestyle-led aesthetic of the UK catalogue, while adapting the content for five distinct regional markets: Germany, France, Holland, Poland, and a separate English-language version for wider Europe.

Creative Direction:
The goal for this edition was to elevate the tone of the catalogue, toning down the previously bright and bold colours in favour of a more refined, muted palette. Each regional version was assigned a signature colour to help visually differentiate them, while maintaining a cohesive overall brand feel.

I also took on the task of recreating product visuals with region-specific branding to ensure the products felt relevant and tailored to each market, a time-intensive process that significantly increased the catalogue’s appeal and authenticity for international clients.

Key Contributions:
• Designed the master English version of the European catalogue, including full layout, cover design, and image art direction
• Established the visual system and layout templates, which were then passed to junior designers for localisation
• Managed and mentored junior team members to ensure design consistency across all translated editions
• Localised visuals by replacing UK product branding with European alternatives, enhancing cultural and market relevance
• Oversaw print-ready preparation and e-flip conversion for digital distribution on the company website

The European Catalogue project demonstrates my ability to scale a premium design system across international markets, balancing creative direction, localisation, and team leadership, while maintaining a unified brand identity that speaks fluently to diverse audiences.