Jon Williams Creative
Stanley Black & Decker
Who are they?
Stanley Black & Decker is a global tool manufacturer with a portfolio of over 20 leading brands.
What did they need?
Stanley Black & Decker needed to unify its digital presence for some of its key brands to deliver a better, more consistent customer experience.
The group wanted to move from a decentralised model which had resulted in a multitude of web platforms with little central control. This created a disjointed customer experience and duplicated costs across markets.
What did I do?
The group asked us to create a new global platform that it could use across its Dewalt, Stanley and Black & Decker brands.
They wanted to show how its brand principles can be articulated consistently, for more engaging content at all stages of the customer journey. They also wanted to develop a world-class user experience and bring all their global digital content creation together.
Discovering the customer and their journey
We took a deep dive into customer personas and customer journey models to show how these principles could be applied at different stages of the journey - again for consistency, and to help people to find the right product.
Because each brand was articulated and presented differently – even by product and region – we needed content principles that could be applied effectively and consistently all over the world in all situations.
Collaborative component development
As we wrote and developed the content we worked collaboratively with the dev team who were working on the new platform at the same time. This meant we could inform component development and design flexible page templates to house the new, inspiring content we were creating. It also helped us to create a more consistent experience, and crucially, help people find what they were looking for.
As this all progresses we developed content creation themes and principles – copy and design together – that could promote consistency, yet still give teams and regions the freedom to do things their way. We showed how key principles could be articulated across channels, including social, in both copy and design.