roles: UX & UI | design | creative strategy & direction

pan-o-gold baking company


Pan-O-Gold, the Upper Midwest's leading supplier of consumer bread, had been operating a foodservice division for several years, but had done so without a formal system of sales materials and a website.


Fledgling for so long, I was tasked with building assets for this audience, starting with photography of POG's nearly 100 products, which informed a print sales system of catalogs and sell sheets. A robust website — also from scratch — came next, where I dug deep to develop the information architecture and content strategy, resulting in a website that put POG's best feet forward: capabilities greater and more robust than any competitor and a full suite of foodservice products from your basic hamburger bun to an artisan Kaiser bun.


A robust website featuring POG's full foodservice catalog also puts POG's capabilities front-and-center, where they previously hadn't been prominently communicated to the foodservice audience.

view website


A beautifully printed catalog presents the 100-plus foodservice products from Pan-O-Gold — from your basic bun to you artisan Kaiser. For the photography, I determined the art direction of "bright, approachable plating" and worked remotely with food stylists.


I directed both on site and remotely all product and prepared food photography.


A beautiful printed catalog stole the attention of foodservice buyers, who remarked it was the best they had ever seen. With POG's robust website and a print sales system at the ready, POG has captured the attention of more foodservice buyers with more purchasing power.

Work done at Thelen

/ interjection / scandinavian

1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.