Westman Village Wine Catalogue Editorial Publication Design
Hospitality Marketing Concepts by Shifting Focus | Calgary, AB
Project Overview
The Westman Village Wine Catalogue is a premium publication design project developed for Westman Village and 5VINES, showcasing their curated “Wine Vault Program.” This editorial catalogue presents an extensive selection of fine wines, tasting notes, and product details in a clean, structured, and highly readable format.
This hospitality marketing catalogue was designed to elevate the wine-shopping experience for Westman Village residents and wine buyers across Calgary and Alberta, making it easier to explore wine selections with clarity and sophistication
Client & Challenge
Westman Village — a lifestyle destination in Calgary renowned for its exceptional retail mix and community experience — required a Wine Vault catalogue that matched the high-end positioning of the Westman Village brand while still providing functional clarity for consumers.
The main design challenge was transforming dense text content and detailed tasting notes into an editorial layout that felt refined yet accessible. This involved balancing typography, imagery, and grid systems to improve readability without clutter.
Strategic Design Goals
To address the client’s business objectives, we set out to:
Enhance readability for detailed wine descriptions and tasting notes
Develop a scalable grid and layout system for future seasonal editions
Present wine products with clear hierarchy and elegant spacing
Reinforce the premium brand experience for Westman Village residents and visitors
Each design decision supported the catalogue’s purpose: increasing engagement with wine content and improving usability for both enthusiasts and everyday buyers in Calgary and throughout Alberta.
Design & Execution
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The catalogue employs a structured grid system that organizes content into digestible sections. This ensures that lengthy tasting notes and technical descriptions are balanced against visual elements like bottle photography and region tags.
Clean margins and generous whitespace improve navigation across pages
Consistent typographic scale creates clear reading flow from headlines to body text
Design accents and minimal ornamental touches elevate perceived quality
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We implemented a modern serif + sans-serif typographic pairing that supports both editorial tone and visual clarity. Headlines are bold and confident, while body text remains highly legible on printed pages and digital previews.
This approach enhances the user experience for Westman Village residents and Alberta wine lovers alike, ensuring that the catalogue reads like a premium lifestyle magazine rather than a dense list.
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The final Westman Village Wine Catalogue delivers:
A readable and premium publication that enhances brand perception
A scalable system for future editions, supporting ongoing marketing efforts
Higher engagement from readers due to thoughtful content organization
This project demonstrates Shifting Focus’s expertise in editorial design, layout systems, and brand storytelling — especially within the Calgary design community and the broader Alberta marketplace.
Next Steps
Want to elevate your next printed or digital publication with professional design crafted for both audience impact and SEO performance?
Contact Shifting Focus to explore editorial layout design and hospitality marketing services in Calgary and Alberta.
