Craftsman.com by Design Kitchen
“Craftsman is such an iconic American brand and has a really strong brand language, but it wasn't being activated the way it should have been,” says Kathy Beymer, director of user experience at Design Kitchen.
The brand's base skews older, and this core demographic is aware of such brand elements as the no-questions-asked lifetime return policy on tools and a buy online-pick up in store feature. These loyalty-building qualities were lost on some younger customers, however, and the redesigned Craftsman.com aims to reach do-it-yourselfers across the board.
“We wanted to have richer, immersive, branded experience that really brought the personality of craftsman out more than has been done in the past,” Beymer adds. “It's a functional site but it's also a place to browse and investigate,” she says.
Sam Landers – President and CEO
Cameron Friedlander – VP, Director of Technology Solutions
Scott Yanzy – Executive Creative Director
Kathy Beymer – Director of User Experience
Erica Hansen – Senior Project Manager
Jenny LoBue – Associate Creative Director
Greg Calvert – Senior Designer
Emily Oxinio – Senior Designer
Matt Simpson – VP, Director of Strategy
Amanda Haschke – Senior Information Architect
Yin Yin Guo – Senior Web UI Developer
Daniel Apodaca – Web UI Developer
Tim Searles – Web UI Developer
Roberto Ivaldi – Web UI Developer
Darren Redel – Director of Multimedia
Sarah Roarty – Designer
Paul Schmit – Solutions Architect
Adrienne Eltink – Senior Strategist
Matt Cowen – Strategist
Ken Cellak – Senior Copywriter
Heather Brown – Project Coordinator
Mayrav Newman – Project Manager
Rich Schroeder – Quality Assurance Specialist
Mike Schachter – Web UI Developer
Megan Moore – Staff Photographer
Javier Otero – Flash Developer
Kate Mitchell – Senior Web UI Developer
Jeremy Reichert – Flash Developer
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