west elm is a catalog/online retail company offering modern furniture and home decor. Part of the process includes an initial map built, layouts designed, and then revisited to best communicate the story of the current product and to exceed the high expectations of the west elm customer from their last experience. Shown are sections of the first three catalogs for west elm to be released internationally. Also a first for west elm, was a catalog to feature double covers. As a designer it was a dream come true, but there was also of the challenge of looking at how the catalog worked in both directions. Responsible for entire catalog from layout to final press check. Also shown are ad concepts using illustrations to bring the product to life. Responsible for design, digital illustration and final production.