Digital Content Manager
Our work began with an in-depth audit of ecommerce assets both in the home improvement industry and beyond. We needed to solve Deck Plus’ immediate needs, but we also wanted to provide them with room to grow. That meant designing assets that could be used at Lowe’s, Walmart or Amazon.
When it came to photography, we focused on quality and context. The product needed to look gorgeous and make sense. But we paid close attention to online reviews and questions, looking for opportunities to address user concerns with imagery. Because deck screws are project-specific, our shots included building materials and tools so that shoppers could easily see the range of Deck Plus’ features, benefits and performance.
In addition to scoping out the list of imagery needed to experience the product, our team developed a system for branding the Deck Plus ecommerce library. Real value comes not from compelling, high-quality imagery alone, but from imagery that is branded and consistent and integrates systematically with branded graphics. A key test we like to use is to visualize the images without a logo at all and see if they still look branded. We think the Deck Plus images shown here do just that.
- Deck Plus is a “Best Seller” at Lowe’s and ranked 4.8 out of 5 stars.
- eCommerce imagery was created for 141 SKUs.
- Final assets totaled over 1,000 unique deliverables.
- eCommerce brand standards were created for four Hillman brands including Deck Plus, Power Pro, Gorilla Grip and OOK.