It was imperative that the new information architecture conveyed 5 variables – ladder style, height/reach, material, performance rating, and features – in a fast, logical manner. Messaging had to be bilingual-friendly, and the graphic language had to be instantly understood.

No problem. We designed a flexible approach that could be extended across hundreds of SKUs and product sizes. We specified typography, icons, and imagery to be consistent for all ladder families so that shoppers could make easy comparisons.

The new packaging and its information architecture was an instant hit. And because it was designed with such  flexibility, Werner used it to update their entire product line (537 SKUs) across 10,000+ stores at The Home Depot, Lowe’s and Ace Hardware.