Cleveland-based Albums Inc. is one of the largest and most respected distributors of professional photographic albums and supplies in the U.S. But its world has changed drastically with the recent digital revolution.

Originally one of 3 U.S. distributors, Albums now competes with more than 45 companies for the hearts, minds, and business of the professional photographer. As a result, the company is all about doing things better, faster, smarter, and more affordably. Particularly when it came to their bi-annual 320-page catalog.

As their advertising marketing firm, we wanted to do the same. Among the many things we accomplished for the catalog, the following were significant:

• We streamlined the organizational structure, adding contents pages to each section to make it easier and faster for photographers to find what they want.
• We added positioning copy and included an overview of new products for each section to help photographers understand the differences between manufacturers.
• We reinforced the Albums Inc. brand by creating a unifying corporate graphic design we carried throughout the catalog, including on all the manufacturer-supplied sections.
• We found a new supplier for the printing, saving significantly on production costs.
• We cut the production time in half.

Apparently our hard work has paid off. The revisions we made on the frame section alone have increased frame sales over 6% from the previous year!