Balance over 12,000 data points, company branding and retail brands within one B2B catalogue.
Overview
OTL’s. trade catalogue has gone through several refinements over the years to make it work harder for both trade customers and the sales team. A key part of that process has been identifying the information customers expect when ordering products and balancing that against the need to keep each page clear and easy to navigate.
Visually, the catalogue follows OTL’s brand guidelines, while still giving OTL’s core retail brands the opportunity to take centre stage through feature pages. Additional product callouts highlight key information alongside the main imagery, while shelf-ready display tray photography provides a useful reference for how products are presented in-store.
To get to the final printed document, the process begins by establishing the running order and preparing the product data in Microsoft Excel. The catalogue is then generated in InDesign using the Data Merge feature, pulling in more than 12,000 individual data points to accurately place each product and its information across the pages.
From there, each page is refined individually – adjusting product sizing to make the best use of the available space, adding relevant callouts, and introducing category-specific colourways and headings where required.
The result is a catalogue that combines a consistent brand identity with practical detail that’s designed to make browsing, selling and ordering as straightforward as possible.
