The Coolest Piece in the Catalog
Probably the coolest piece of memorabilia in this catalog was actually on the back cover: an authentic, game-used section of the United Center floor. But not just any section—it was the exact spot where the iconic Bulls logo was painted. Measuring 8 feet by 8 feet, this “little” gem came with a hefty price tag of $74,999.99. And yes, if you’re wondering—it did sell. Before it was shipped off for Jordan to sign, we got a rare chance to see it in person and even play on it (shhhh! Definitely grounds for termination).
As for the catalog itself, I led the concept and page layout design, but it was a true team effort with my talented designers, Vince Chang and Ben Arboleda.
Making Jordan Affordable (Sort of)
With most of the items in the catalog sitting at high price points, our product managers challenged us to create something more accessible. Thanks to a profit-sharing deal on more of the United Center floor, I was asked to come up with a product using a much smaller 1″ x 2″ game-used piece. The goal: hit a $25 price point and still make it feel premium.
My idea? A custom-designed box that would house the floor piece alongside a commemorative trading card. This meant not only designing the packaging and engineering a new die-cut layout, but also creating the trading card itself from scratch. When did this catalog need to ship again?
A $25 Product Turned Collectible
That $25 product we created? I recently checked in on it. Just the trading card—graded Gem Mint 10—is now going for $350. Not bad at all. (And yes, if you want to bid, click here.)
The 12-Week Challenge
Normally, we’d have about 16 weeks to complete a catalog like this. We pulled it off in 12. It took a mix of creativity, practical decision-making, and clear communication.
First order of business: ensuring every department hit their milestones. I’d seen other art directors hit speed bumps on projects like this, so in our first team meeting, I made it clear—we needed to know who was responsible for what, what they needed to stay on track, and what typically derailed their timelines. We played nice, got aligned, and made the schedule non-negotiable.
We worked smart, too. To streamline approvals (especially from Jordan’s team and the leagues), I opted to use pre-approved images from existing memorabilia rather than designing new artwork that would require fresh sign-offs. That alone shaved weeks off the process.
One of the most painful parts of past projects? The ever-changing product sheet. Things would get added, removed, or updated at the last minute, throwing everything into chaos. This time, we agreed to lock it early. Copy and pricing were finalized (ok, mostly finalized), and we collaborated closely with our production team—the unsung heroes of every art department—well before the official handoff. In fact, we delivered the catalog a full week early. I call that a win.
Clear goals, solid planning, constant communication, and accountability really do work. Who knew?
Favorite Designs
One of my favorite designs in the catalog is Vince’s “Chronology” on page 5—a stunning piece that captures Jordan from his rookie year all the way through his final championship season. Vince spent countless hours combing through thousands of images to get it just right.
Above is my Triptych design, built using those same images. Three canvases, each 16″ x 24″, with the middle one featuring the all-important signature. Upper Deck only made 50 of these. Wish I had one.
