Building an innovation-first foundation
An innovation legacy that was underserved
Primarily known for quality, Milwaukee Tool has actually led the charge on new solutions that provide performance, speed and versatility. Sharing this story, however, has come with its own challenges as the company has divided its offerings into unintuitive product lines that require time and effort into understanding their differences. In short, the brand’s digital story was not aligned with its real world promise:
- The website felt more akin to traditional print media than a more in-depth and flexible storytelling vehicle.
- The magic of the Milwaukee Tool brand was hidden deep in product details vs. serving as the main pillar of all communications.
Craft a more engaging digital storytelling experience
Declutter and decomplicate
To make Milwaukee Tool’s various systems more accessible, we stripped out the corporate/marketing terminology and instead used words/phrases that aligned with customers. This meant speaking to them based on their specific trades — be it electrician, plumber, etc. — and highlighting individual tools systems around specific outcomes like greater power or light weight performance. In addition, we put a priority on making every piece of content ultra-scannable so users could quickly understand the advantage of a specific tool rather than digging into every detail and coming to their own conclusion.
We then took these scannable bites and woven them into a complete and cohesive story that truly made each tool distinct and noteworthy.
Bring excitement to expertise
Including eye-popping product that made each facet of a particular tool's advantages more action-oriented and engaging vs. a mere photograph.
An experience that livesup to the brand
How to Achieve Great UX Design
The past, present and future of great UX design
Re-imagining an iconic brand from the customer up