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.
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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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