• Audited the existing catalog independently, evaluating layout, product accuracy, imagery consistency, content organization, and how well the catalog reflected the actual shape of Blaze's business. Identified that the catalog over-indexed on freestanding configurations despite built-in representing the majority of sales, and flagged structural inconsistencies across product categories.

• Conducted a survey with the Blaze sales team to gather field feedback on the existing catalog, surfacing gaps that weren't visible from the inside, and consulted with R&D to validate product specifications and flag any technical inaccuracies.

• Developed a comprehensive change log covering layout restructuring, new product additions, content corrections, and imagery updates, then briefed the creative team on all required edits with clear direction on scope and priority.

• Directed structural improvements including a new collections page to show product lineup and hierarchy, a dedicated outdoor kitchen islands section, updated category title pages, and a reorganization of accessories into their relevant product sections to improve navigation and flow.

• Oversaw the addition of eight new products into the catalog spanning grills, griddles, refrigeration and accessories, along with dimension and specification updates across existing products.

• Corrected product inaccuracies including mismatched imagery, missing feature callouts, and outdated naming conventions, ensuring the catalog accurately represented the full current lineup before going to print.

The updated catalog was printed and distributed ahead of the 2025 launch, giving dealers and customers an accurate, well-organized reference for the full Blaze product lineup including all new products. The structural changes improved navigation, better reflected the built-in focus of the business, and gave the new product lines the visibility they needed at launch.