Reimagining a Product Catalog as a Lifestyle Brand Experience

During a major brand transformation, the Jacuzzi brand was ready to evolve from a product-focused company into a lifestyle brand centered on relaxation, wellness, and design.

 

As part of this shift, I led the creation of a completely new Jacuzzi Whirlpool Bath catalog, rethinking how the brand told its story through photography, language, and customer experience. This wasn’t just a redesign. It was an opportunity to change how customers understood what a Jacuzzi bath could be.

 

We approached the catalog as a brand experience rather than a product listing. New photography showcased the emotional side of bathing, while a custom icon system helped customers easily understand the different types of bathing experiences available across models, turning technical features into intuitive benefits.

 

From concept to final delivery, the entire project was completed in under four months, including a full photography shoot and production cycle. The launch was timed for the National Sales Meeting, where the catalog would be introduced directly to the regional sales teams who relied on it most.

 

I had made a bet with the regional sales directors that I could deliver the new catalog in time for that meeting. When it launched on schedule, I walked away with five pounds of Godiva chocolate — and a room full of sales leaders who believed in the brand’s new story.

 

What had once been a functional sales tool became a central expression of the Jacuzzi brand’s evolution, supporting its repositioning as a leader in comfort, design, and personal wellness.