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
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
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
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
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.