When a client maintains a static PDF or Canva catalog, migrating that content into a live website section is almost always the superior long-term strategy. The Quarra Italia Gypsoteca project is a clear case study: a well-designed Canva document was built to showcase sculpture casts available from the Gypsoteca in Pietrasanta, but its static nature created distribution friction, zero SEO value, and no dynamic navigation. The solution is to integrate the catalog directly into the rebuilt quaritalia.it site as a structured, indexed section.
See [1] for full client context.
A PDF or Canva-exported catalog has three structural weaknesses:
These limitations compound: the catalog cannot be discovered, cannot be easily browsed, and cannot be kept current without manual re-distribution.
When presenting this transition to a client, Asymmetric proposes two options to give the client a meaningful choice and a clear cost/benefit comparison:
Presenting both options lets the client self-select based on budget and strategic priority, while making the SEO case clearly.
The core SEO argument: when catalog items live as individual web pages, each one becomes a potential search entry point. A user searching for "Canova dancer sculpture cast Italy" or "Galleria Romanelli reproduction" could land directly on a relevant page. A PDF offers none of this surface area.
This is especially valuable for a niche B2B catalog (landscape architects, interior designers, collectors) where buyers may be actively searching for specific sculptural subjects or artists before they know a supplier exists.
The catalog section can be password-protected. This serves two purposes:
Password protection is straightforward to implement on most CMS platforms and does not meaningfully affect the build cost of Option B. It can also be layered onto Option A.
Note: Password protection does not prevent SEO indexing if pages are also publicly accessible. If the goal is both SEO discovery and gated access, a hybrid approach (public index page, gated detail pages) should be discussed with the client.
The client's Canva document serves as the content blueprint — it contains sculpture names, descriptive copy, historical context, and images. However, Canva is a layout tool, not a content delivery system. Migration requires extracting and reformatting all content.
Catalog photography is often inconsistent. Common issues encountered:
- Poor contrast or flat lighting
- Distracting or cluttered backgrounds (especially in workshop/studio settings where pieces cannot be moved)
- Placeholder images pulled from third-party sources (museums, stock) that cannot be used commercially
Asymmetric's design team can handle background removal, contrast correction, and compositing (e.g., placing a subject against a neutral or styled background). However, original high-resolution source files are required — images extracted from Canva are often compressed and may not meet web quality standards.
Before any catalog goes live on a public or semi-public website, all images must be audited for IP ownership:
- Images must be owned or properly licensed by the client.
- Placeholder images (e.g., a V&A museum photo used as a stand-in for a piece not yet photographed) must be replaced with the client's own photography before launch.
- If a third-party image is retained temporarily, it must be clearly credited and confirmed to be licensed for commercial use.
This audit is the client's responsibility to complete, but Asymmetric should flag any known placeholders during the content review phase.
For the Quarra Italia implementation, the recommended structure is:
/gypsoteca
/history ← Dedicated page on the Gypsoteca's significance
/catalog ← Index of all sculpture entries (filterable by style)
/[sculpture-slug] ← Individual sculpture pages (SEO-indexed)
Team bios and personnel photos belong on the main site's /about page, not within the catalog section.
The Bloomberg quote ("the most respected carving atelier in Italy") is a strong brand asset and should be used in the main site's hero or about section, not buried in the catalog.
When a catalog project runs alongside a full site rebuild, coordinate carefully: