Making 5 variables work from every angle.
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.