Belgard Catalog:
A 3 Year Retrospective

Belgard’s product catalogs are not small undertakings. They span multiple of product categories, over 20 regional markets, and hundreds of pages per edition. Between 2017 and 2022, each annual release required anywhere from 18 to 21 regional versions, ranging from 96 to 244 pages, produced on aggressive timelines by lean teams.

I joined Oldcastle APG in 2016 as a senior designer working within an established system. Over time, that role expanded into shaping the system itself. What began as template execution evolved into defining the visual standard for Belgard’s overall creative direction nationwide. This retrospective documents that progression, from production discipline to industry-setting design leadership.

2017

Contributor

Open product catalog showing outdoor patio furniture, stone fireplace, and outdoor kitchen features.

Our 2017 edition was my first catalog season. I was responsible for the Northeast regions and completed four 150+ page catalogs in less than three months. Despite being the newest designer on the team, I was one of the first designers to go to print.

STATS

20 versions
953K units
Cost: $1,247,176

Our 2017 edition was my first catalog season. I was responsible for the Northeast regions and completed four 150+ page catalogs in less than three months. Despite being the newest designer on the team, I was one of the first designers to go to print.

STATS

17 versions
697K units
Cost: $825,339

2018

Influential Contributor

Open product catalog with a cover image of an outdoor patio with brick paving and outdoor furniture, and interior pages showing concrete overlays and adhesive products for driveway and flooring projects.

For the 2019 season, I stepped into the Creative Team Lead role as production began. The Creative Manager exited the same month, consolidating creative direction, execution, and decision-making.

We operated within fixed constraints set by brand and sales leadership while piloting a new 10” × 10” catalog format in four regions, with the remaining fourteen regions retaining the 8” × 10” size. Two parallel template systems were built to support both formats without slowing production.

In parallel, we transitioned to a new print partner. Through close collaboration, nearly 700,000 catalogs were printed and distributed within Q1 of 2019.

STATS

18 versions - 2 sizes
683,600K Units
Cost: $1,645,948.00

2019

Creative Overhaul

Two catalogs for Belgard paving products, featuring outdoor fire pits on their covers. The left catalog shows a fire pit with seating in a green backyard, and the right catalog shows a fire pit on a patio overlooking the water.
Open brochure on a beige surface showcasing different tile styles with images of pavers and tile patterns, titled 'Style Made Simple Collections'.
Graphic composition of various colored Tetris-like blocks arranged on a black background.

METROPOLITAN COLLECTION
Smooth finish. Straight lines.

HERITAGE COLLECTION
Antiqued. Tumbled.

LEGACY COLLECTION
Soft edges. Split face. Accents.

NATURAL COLLECTION
Slate and worn stone. Sclupted.

Introducing
Collections

This season also marked a strategic shift toward a system-sell model. Product collections were introduced to present coordinated solutions rather than individual SKUs, reinforcing upsell opportunities for contractors and simplifying decision-making for homeowners.

PORCELAIN COLLECTION
Porcelain products

ENVIRONMENTAL COLLECTION
Permeable products

By the 2020 season, I entered kickoff with a full year of team leadership and performance data to guide decisions. Sales feedback and trend analysis informed both creative direction and production strategy.

I proposed stabilizing product page designs on a multi-year cadence while refreshing national pages annually. This reduced production time, lowered error rates, and cut overall costs while preserving the strongest-performing layouts. With data to support the approach, the recommendation was adopted.

Although most regions transitioned from 8” × 10” to 10” × 10” formats, early approval and distribution of product page templates allowed teams to begin production significantly earlier than in prior years.

The result was a measurable efficiency gain: all regional catalogs were printed and delivered in January, a first for the program. National page design was also opened to additional designers, showcasing team depth and strengthening the case for expanded in-house creative ownership.

STATS

18 versions
741650 units
Cost: $1,285,000

2020

Creative Director

Open magazine displaying decorative stone, tile, and texture samples for outdoor patio design on a white surface
Magazine spread showcasing a front door with green paint, surrounded by a small garden with grass and rocks, and featuring an outdoor seating area with a wooden pergola and garden furniture, with text about living life in color and introducing Belgaard's color of the year, Terrarium.

Introducing
Color of the Year

One of the season’s most significant initiatives was the launch of Belgard’s Color of the Year program, positioning the brand as a design authority in the outdoor living space. Developed in collaboration with a trend expert, the selected color was intentionally versatile, designed to complement Belgard products while extending naturally into adjacent lifestyle elements.

The program created a new platform for earned media and industry visibility, providing strong material for PR outreach. It also resulted in my first featured interview with Total Landscape Care, reinforcing Belgard’s role as a trend leader rather than a product follower.

Built to Endure

I continued to lead the Belgard catalog program until my departure in 2024. I partnered closely with vendors, set production schedules, directed content strategy, and oversaw visual direction across all regions. From cover selection to leadership presentations, the work remained centralized, consistent, and intentional.

By the end of my tenure, the program wasn’t just efficient. It was cohesive, trusted, and reflective of the care that went into building it.