Syncing the Screw with eCommerce Imagery

What We Did

  • Competitive Research
  • Photography
  • eCommerce Brand Standards
  • eCommerce Design & Development

The Deck Plus line of deck screws is one of many brands owned by the Hillman Group. The products are high-quality and serve a specific purpose and type of project. Until recently, none of these features were well-articulated or illustrated online. As a result, consumers were confused, products were returned and Lowe’s asked Hillman for help.

When Lowe’s called on Hillman to improve their ecommerce assets, the team at Hillman called on Porchlight. As is the case with many retailers, Lowe’s ecommerce standards were vague. So, the team at Porchlight set about to define a standard that would set the Deck Plus brand apart online while also serving as a guide for Hillman’s other brands.

The Solution

Our work began with an in-depth audit of ecommerce assets both in the home improvement industry and beyond. We looked carefully at the Lowe’s user experience, product reviews and competition to define our scope. Given that deck screws are an item with a specific use case scenario, we focused heavily on instructional and informative imagery to create a visual experience of Deck Plus screws, including their 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.

The Results

  • 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.


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