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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.

OBJECTIVE

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

STRATEGY

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

INNOVATION

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

KEY RESPONSIBILITIES

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

DELIVERABLES

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