Spec sheet and catalog systems for equipment manufacturers and B2B companies. Twenty years of creative direction, built to hold up in front of procurement.
Foodservice equipment, packaging technology, residential development. 42 pieces across three projects.
17 piecesEight equipment brands, 230+ models, one system. North America and LATAM.
Read the MVP case study →
11 piecesBrand system and trade campaign for CanReseal, the all-metal resealable can, through to the CANPACK partnership launch.
Read the Canovation case study →
14 piecesPremium residential brand for a South Florida developer. Identity, collateral, digital.
Read the Thomas Homes case study →Every dealer quote, distributor listing, and consultant specification starts with your product documentation. If it's out of date or inconsistent, you lose the job before anyone sees the equipment.
Project, item and quantity fields at the head, model checkboxes, and a Short Form Specification block a consultant can lift straight into the spec.
Rough-in plan view in millimetres and inches, lettered utility legend, parameters down to water hardness in gpg.
Dual-temp triple door merchandiser. Ventilation, temperature range, voltage/phase/Hz and refrigerant readable at a glance.
Dual-temp island merchandiser. Two temperature zones in one cabinet, documented as a series.
Reach-in refrigerators. One, two and three-door models on a single sheet — series logic that holds as the line grows.
Reversible dough sheeters. Roller gap, belt dimensions and speed in a two-model comparison table, AutoQuotes-listed.
Equipment documentation is the specialty. What that includes ↓
A spec sheet and a product label are the same problem: structured product data, rendered consistently, at volume, where being wrong costs money. The difference is that on a shelf you get about two seconds and no second chance.
Shake tubWide tub, short label field. Sub-line sits in the lozenge; lockup, claim band and regulatory footer hold position.
Shake tubSame vessel, same grid. Flavour carried entirely by colour — nothing structural moves between the two.
Drink jarMixed berry, 30 servings. Taller vessel, narrower label — the architecture re-proportioned, not redrawn.
Drink jarPink lemonade electrolytes. A second sub-brand absorbed into the same lozenge slot without a new layout.
Drink jarLatte flavour. Arabica, ashwagandha and MCT callouts set in the standing claim band.
One label architecture. Two sub-lines, two container formats, five SKUs. Brand lockup, product block, variant lozenge, claim band and regulatory footer keep their positions on a wide meal-replacement tub and a tall drink jar alike. Colour and flavour art carry the difference; the structure never moves.
Same discipline that puts one, two and three-door models on a single spec sheet — applied to a retail shelf, where the panel also has to satisfy supplement labelling rules.
Designed in-house for Quick Weight Loss Centers · produced and distributed across 39 centers
Most manufacturers keep product data in a spreadsheet nobody trusts and a folder of Illustrator files one person can open. Dimensions live in a single cell as 29"*32.2"*82.5". Horsepower is stored as 0.33333. Half the sheets on the website show a model revised two years ago.
We turn that into a system — one clean record per model, one designed template, every output generated from the same source. The spec sheet, the catalog page, the website and the distributor's data file stop disagreeing.
Complete brand architecture built to scale across every touchpoint without losing coherence — logo system, colour and typography standards, guidelines, and a working asset library.
Senior creative leadership for companies that need the judgment without the full-time hire. Monthly capacity, not unlimited scope.
We build the system behind them — repeatable creative infrastructure that holds your brand together across every product launch, catalog revision and trade show.
Documentation review and a written gap report — what's missing, what's out of date, what contradicts itself.
Product data cleaned into one record per model. The source of truth everything else is generated from.
Templates built once, to your brand — spec sheet, catalog page, web page and data export, all from the same record.
New models, revisions and distributor requests handled monthly. Modern production tooling, senior human verification on every technical spec.
I’m Carlos Naveda. Twenty years of creative direction in industrial and B2B — foodservice equipment, packaging technology, pharmaceutical and nutrition manufacturing.
You work with me directly. No account manager, no junior handoff. The person who reviews your catalog is the person who designs it.
Early in my career I produced 60+ SKUs of packaging and labeling under regulated requirements for a pharmaceutical and nutrition manufacturer — where a wrong figure on a panel is a recall, not a reprint.
See the pharma & nutrition work →One week, fixed fee, no commitment beyond it. You get a written gap report on your product documentation whether or not we work together after.
Catalog audit. Full review of your current product documentation and a written gap report — what's missing, what's outdated, what it takes to fix.
System build. Product data structured, branded templates designed, and your first fifty models produced and delivered.
Creative partnership. New models, revisions, distributor requests, translations and campaign direction — embedded senior creative capacity.
Complimentary 30-minute discovery call · No commitment until you approve the scope · Pharmaceutical and GMP-regulated projects quoted on request