Challenge: Petitti Garden Centers needed a consumer-facing publication that could inspire seasonal gardening and outdoor living while supporting brand credibility and long-term customer engagement. The publication did not previously exist and had to be developed from the ground up.
Approach: As Design Manager, I introduced and built the publication as a repeatable editorial system. I defined the format, visual direction, and seasonal structure, editorializing content themes, shaping page flow, and collaborating with writers to refine topics and messaging. Photography direction, location scouting, and visual storytelling were central to creating a cohesive experience across each issue.
Solution: A biannual, visually driven resource combining lifestyle inspiration, educational content, and product storytelling. Each issue was designed to feel current yet enduring, encouraging consumers to return to it beyond a single season.
Impact: The publication became a trusted, reusable consumer resource and a core brand touchpoint, strengthening engagement and establishing a consistent editorial presence across seasonal releases.
My Role: Publication concept and launch, editorial direction, layout system design, content curation and editing, photography art direction, location scouting, and final print production files.
