TotalWorx was a new branding initiative for Shaw’s line of flooring installation accessories, formerly known as Sundries. At first, the marketing materials were just old selling sheets with the new logo dropped in. After being asked to update a few of them, I recommended creating a proper catalog—since the existing one was a disorganized collection of outdated sheets, even after updates were made.
I built the catalog from the ground up, following the limited branding that existed at the time—which gave me a lot of creative freedom. Because the target audience was installers and contractors, clarity was key. I developed a color-coded system to distinguish flooring types and used clear sub-sections with secondary headings to keep everything organized. The sales team loved the result and consistently gave positive feedback.
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