Tomax is a company that sells branding products. They have watches, clocks, pens and such that you can put your company logo on. The problem with their catalog was twofold. One, there was no organization to the large array of items. Two, their was no personality, it was just page after page of product.
First, I organized the products into categories and designed a tab system so it was easy to find just what you were looking for. Then I infused some personality with black and white lifestyle photos and big type against a bright color scheme.
The feedback was positive, customers loved the new books. More importantly, their sales reflected the love.