Murdeduke Angus
Murdeduke Angus is a well-established Angus cattle stud located in Winchelsea, Victoria. The stud focuses on breeding high-quality bulls with desirable commercial traits, including growth, muscle development, feed efficiency and calving ease.
Each year, Murdeduke Angus conducts bull sales in March and September, attracting commercial and stud buyers from across Australia. The stud also offers semen and embryo packages to support genetic improvement within breeding programs. This is all presented in a 44-page A4 booklet.
In addition to the main bull sales, an online matrons sale is held each December.
Design Process
I worked closely with the Murdeduke Angus team, who provided the written content, bull data and photography. The layout process remained consistent for each edition, with updates made to text and bull information as required.
A structured proofing process was included to review the catalogue’s formatting and visual hierarchy. This gave the team full visibility of the layout in context and allowed them to provide changes or corrections. This collaborative approach ensured confidence in the final design and helped meet tight deadlines while managing multiple tasks.
Once approved, the catalogues were prepared for both print and digital distribution and an A3 folded to A4 brochure is created using the relevant content.
Download a full print-ready file here
Technical Skills
Produced catalogue layouts in Adobe InDesign, utilising master pages, paragraph styles and structured document systems to manage large, data-heavy bull listings.
Enhanced photography in Adobe Photoshop, including retouching, resizing, colour correction and optimisation for print and digital formats.
Prepared final files for professional print production, applying correct margins, bleed settings, colour profiles, and image resolution standards.
Strengthened production accuracy through a structured proofing process, reviewing layout flow and implementing content updates or corrections from the Murdeduke Angus team.
Organised and maintained an asset library with photography and branding assets for reuse across multiple editions.
Professional Skills
Managed the workflow of seasonal catalogue production, balancing efficiency with high-quality outcomes for each sale edition.
Collaborated closely with the Murdeduke Angus team, coordinating content updates, photography selection, layout feedback, and final approvals.
Designed with buyer-focused clarity in mind, ensuring technical information was easy to navigate while maintaining visual appeal.
Applied strong attention to detail to maintain accuracy across bull data and supporting imagery.
Demonstrated adaptability when handling variable bull data, text lengths and imagery quality between editions.
Consistently delivered catalogues on strict seasonal deadlines, managing multiple editions and project priorities simultaneously.
Design Skills
Designed tri-annual bull sale catalogues, applying editorial and catalogue design principles to present detailed bull listings, pedigrees, performance figures and imagery in a clear and engaging layout.
Maintained a cohesive visual identity for Murdeduke Angus, while allowing flexibility for varying bull data, text length, and seasonal updates.
Created balanced page compositions using columns, spacing and image placement to maintain readability and highlight key bull information.
Developed a clear visual hierarchy to guide readers through bull details, stud overview, sale information and supplementary content.
Used typography, photography and structured layouts to support the storytelling of each bull and improve buyer navigation.
Adapted layouts to accommodate inconsistent image quality or varying bull data, resolving visual challenges without compromising presentation standards.