Since the relaunch of CRAFTSMAN, Stanley Black & Decker (SBD) has sold more power tools in 1 week than Sears did in an entire year.

Traditionally a Sears brand, CRAFTSMAN has strong consumer brand awareness in the hand tools and power tools sector, but the brand esteem declined in recent years. That is until 2018's brand relaunch and roll out in Lowe’s stores. The goal of the new V20 site is to bring awareness to the new CRAFTSMAN’s historically reliable, high-performance tool system available in more ways than before.

I helped develop the content strategy, provided art direction and storyboards for videos & photos, wireframe, prototype, design and functional specification document for development.