Soderglen Ranches in Airdrie, Alberta, needed a standout design for their annual bull sale catalogue. The design had to be easily recognizable as a traditional sale catalogue, while also being modern and eye-catching. Driving a large portion of the ranch’s annual revenue, legibility by older generations was necessary while also presenting detailed metrics and pedigree on hundreds of animals.

The 200-plus-page catalogue showcased more than 300 bulls, along with in-depth information about the ranch and its employees. It also featured advertisements, photo collages, customer highlights, and more.

I conceptualized, designed and laid out the entire catalogue from cover to cover, collaborating with the client throughout the process. It was a rewarding challenge to combine tradition with innovation to stand out in an “old school” industry.

The catalogue was distributed to past and potential customers and shared with the local community. The sale was a success, leading Soderglen Ranches to trust me with designing their annual catalogues for eight consecutive years. The sample shown on this page is the most recent design.