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Craftsman.com by Design Kitchen


Craftsman tapped Chicago-based Design Kitchen to give the brand a stronger presence online.

“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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