Biosense Webster

A 200-page product catalog and index for the electrophysiology range of Johnson & Johnson MedTech, created in 2015 and restructured with every edition since.

Client: Biosense Webster, Johnson & Johnson MedTech
Role: Art direction, catalog design, vector illustration, editorial consulting, prepress
Deliverables: ~200-page catalog, pagination-synced index, vector catheter illustrations, sales collateral, digital edition
Scale: 1100+ SKU references
Duration: 2015 to present

Electrophysiology ranges do not stand still: products multiply, sizes multiply, and the reference a sales team works from has to stay exact. In 2015 Biosense Webster had no catalog of its own, and I was tasked with creating one.

The result is a single publishing system, rebuilt with every edition since: a roughly 200-page catalog covering the full electrophysiology range and restructured with each edition, a pagination-synced index, and the complete catheter range redrawn as vector illustration in one visual language. The same system carries the sales collateral and the clinical data visualizations.

A few thousand SKU references run through every edition, while making sure the material is print ready through all its phases. The catalog has been renewed with every edition since 2015, kept current with revisions between editions, and put through around a dozen quality rounds and Johnson & Johnson’s medical and regulatory review before each edition ships.

The 2021 edition of the Biosense Webster sales catalog: two stacked copies of the orange cover with its cardiac mapping artwork — Fig. 12021 Catalog cover

Biosense Webster catalog contents spread from the 2019 edition, listing the diagnostic catheter section with its page references — Fig. 22019 section contents

Biosense Webster catalog spread pairing the orange navigational ablation section divider with ThermoCool SmartTouch specification tables — Fig. 32021 product page and summary spread

Biosense Webster catalog spread of ablation and mapping catheters: THERMOCOOL SMARTTOUCH SF and OCTARAY pages with specification tables — Fig. 42025 Catheter spread, catheter images supplied by the J&J team, recreated in vector form from scratch.

Biosense Webster catalog spread of diagnostic catheter curve diagrams, fixed and steerable tip shapes drawn to scale with color codes — Fig. 5Diagnostic catheter curves

Biosense Webster catalog spread of diagnostic catheter specification tables, Webster and Avi ranges with color-coded curve references — Fig. 62021 diagnostic tables

Biosense Webster catalog code index spread inside the layout application, its pages kept in sync with the printed catalog pagination — Fig. 7Automatic index management system

Biosense Webster clinical data visualization: interventional rhythmology activity growing 10.4 percent a year in France from 2011 to 2015 — Fig. 8Sales collateral and pitch deck design