The catalog itself needed to feel like stone. I specified Neenah Classic Crest Eggshell Cover Uncoated—a heavily textured paper stock that mimics the tactile experience of stone surfaces. A corner cut echoes the chiseled "S" from the Pioneer Stone logo, transforming a functional catalog into a brand experience. At 24 pages with perfect binding, the catalog has substantial heft and durability for repeated handling on architects' desks.

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. This approach ensures the photography communicates the physical qualities of stone that can't be conveyed through specifications alone.

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