I have spent my entire career in consulting, where innovation and design is always a team effort.

I have made major contributions to all these portfolio programs. Please drop me a line to receive more detail on rolls, contributions, methods, and results.

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SEARS | Craftsman Product Experience

The centerpiece of the Craftsman Product EXperience guide revolves around brand attribute semiotics to strengthen the brand perception. It aligns a host of manufacturers and other stakeholders with the help of unified form & function directives. This CPG Guide is focused on riding mowers.


Conceive an innovative path to energize the stagnant riding mower retail category.


Align all stakeholders on core brand attributes and a user-centric design strategy.


Creation of a groundbreaking Craftsman Product Experience (CPX) Guideline to align various manufacturers and other stakeholders behind a powerful, cohesive brand message.
→ emotionally connect with consumer through semiotics-based product language
→ tell the Craftsman heritage story
→ offer user-centered functionality


Semiotic study
→ identify critical form language elements, which trigger an emotional connection with the viewer
In-field and focus group consumer insights
Consumer co-creation sessions
Competitive product, retail, technology, materials, and trend research
Translation of key research data points
CPX guideline development & formulation


Craftsman Product Experience Guideline, containing a baseline introduction and directives on:
→ coherent form language through design instructions and imagery-based visual samples
→ User-relevant functionality