Background: Twice a year, I was tasked to support the creation of a product catalogue to help sell-in new and carry-over styles to our roster of independent and big box retailers. This wasn’t just a spec sheet exercise but an opportunity to develop brand and product ethos. A place where we could track style communications and relevant campaign materials. Collaborating with our Portland-based product team, it was my job to translate design jargon into compelling value propositions that both consumers and sale partners would understand.