I approached this catalog as an extension of the brand's "grounded in grit and strength" positioning. Every design decision needed to reinforce the physical qualities of the product itself—texture, weight, permanence.

The editorial strategy centered on letting the product photography communicate stone's tactile qualities while keeping technical information accessible. For a building material catalog serving architects, clarity and accuracy are as important as aesthetic appeal. The design needed to balance inspirational project photography with detailed product specifications in a format that supports both browsing and reference use.

The catalog itself needed to feel like stone. I chose Neenah Classic Crest Eggshell Cover Uncoated—a heavily textured paper stock that mimics stone surfaces. At 24 pages with perfect binding, the catalog has substantial heft and durability for repeated handling.

The most distinctive production detail is a corner cut that echoes the chiseled "S" from the Pioneer Stone logo. This small but impactful design decision transforms a functional catalog into a brand experience—the moment someone picks it up, they feel the brand's attention to craft and detail.

I developed a typography system that balances character with clarity:

Dreadnoughtus for headers provides a strong, distinctive presence that anchors each veneer collection. The weight and personality of this typeface command attention without overwhelming the product photography.

Archivo for subheads and product specifications offers simplicity and a narrow profile—essential for fitting technical information (collection names, colorways, product codes, dimensions) into structured layouts without sacrificing readability.

The primary 6-column grid provides flexibility for the main product pages, allowing me to feature stone veneer photography at various scales while maintaining consistent placement for technical specifications. Product information needed to be easy to scan—architects often compare multiple options quickly—so the grid enforces predictable positioning across spreads.

The catalog includes one complex accessory page that required a tighter 8-column grid to accommodate larger thumbnail images, each with two columns of specifications. All layouts also work within two or three horizontal rows, creating a modular system that keeps pages organized even as content varies.

The catalog is organized by veneer profile collection, with a dedicated spread for accessories in the back. A hyperlinked table of contents in the digital PDF version allows for quick navigation between collections.

In addition to the printed catalog, I designed a digital PDF version with a hyperlinked table of contents, allowing architects to navigate quickly between collections during virtual presentations or project planning.

Capturing stone veneer's texture and dimensional quality requires intentional photography direction—these tactile characteristics are what architects need to evaluate when specifying materials. I provided detailed art direction to product photographer Tina Sargeant, specifying offset lighting to highlight texture and dimensionality, and compositional arrangements for mixed product shots that show how different profiles and colorways work together.

For on-site photography by Nathan Keeney, I provided general art direction to maintain brand consistency across installed projects, manufacturing, and installation shots. Nathan's approach included aerial drone photography and on-site shots of stone veneer production that fit beautifully within the brand aesthetic.

This mix of studio work and authentic production imagery from two different photographers gives architects both technical clarity and confidence in the manufacturing process.

The final 24-page catalog presents Pioneer Stone's complete veneer collection system in a format designed specifically for architectural specification. Each veneer profile collection receives dedicated sections with:

• Technical specifications (collection name, colorways, product codes, dimensions)
• Consistent information architecture for easy comparison
• Inspirational project photography showing real-world applications

The tactile paper stock, corner-cut detail, and sophisticated typography system position Pioneer Stone as a premium choice in the stone veneer market. The catalog works equally well as a leave-behind sales piece and a reference tool on an architect's desk.

The catalog was central to Pioneer Stone's successful market expansion into architectural sales. The tactile experience and thoughtful design decisions—particularly the corner cut and textured paper—were specifically noted by recipients as differentiating factors.

By treating the catalog itself as a brand experience rather than simply a product listing, the design reinforced Pioneer Stone's positioning as a quality-focused manufacturer worthy of specification on high-end architectural projects. The catalog became a tangible representation of the company's attention to craft and detail—exactly the qualities architects look for in building material partners.

Format: 8.5x11, 24 pages, perfect bound, corner cut
Paper Stock: Neenah Classic Crest Eggshell Cover Uncoated
Print Run: 500 copies