McCaffrey’s Catering Book Launch
Anticipation → Arrival
If you’ve ever poured your whole self into a project, you know the mix of excitement and nerves that comes with letting it out into the world. For me, that project was the McCaffrey’s Catering Book, a 32-page print piece that has been a year+ in the making.
When 10,000 copies arrived at my doorstep, I felt like I was holding a newborn. (Okay, a paper newborn, but still.) The color was vibrant. The paper choice was intentional. It was designed to be memorable. The overall design struck that balance I was aiming for: high-end, yet completely approachable.
This was never meant to be just another brochure. It was meant to feel like an experience.
The Process Behind the Pages
This campaign stretched me in every way:
Shaping the brand voice into something lighter and more playful
Building layouts that feel modern but not intimidating
Choosing imagery that represents real people and real food, not staged stock perfection
Coordinating across locations, departments and directors
And yes — sweating the details of paper weight and finish so it leaves an impression
I wore a lot of hats for this project: designer, strategist, project manager, production wrangler, even part-time magician. And honestly? That’s what made it so fulfilling.
Why It Matters
Print still has power. In a world that scrolls, swipes, and forgets, a tangible piece like this lingers. People hold it, flip through it, leave it on the counter. And that matters for a brand like McCaffrey’s because it’s not just about what they sell, but how customers feel when they engage with them.
This book is more than 32 pages. It’s a statement. It’s McCaffrey’s showing up in a way that’s bold, thoughtful, and lasting.
What’s Next
The catering book has been live for a month now and I couldn’t be more proud of how it turned out. Now, the fun part begins: seeing how it resonates with customers and what kind of impact it drives for the brand, stratigically launched right before the 2025 holiday season so we really get an idea of impact.
For me, it’s a reminder that the work we do as designers isn’t “just making it pretty.” It’s strategy, story, and execution wrapped up in something that people can hold in their hands.
And sometimes for me, that feels like magic. ✨