Tapping in to what consumers really needed, we made a useful extension of their toolbox.

The Ask

Consumers didn’t know CHANNELLOCK offered specialty tools, or they just couldn’t find them, which led to the misperception that all of their products functioned the same way. We needed to broaden awareness beyond the core category.

The Approach

CHANNELLOCK is one of the most well known names in tools. Everyone uses them. For what? That all comes down to what you do. A diverse product assortment opened up a huge growth opportunity for how users experienced the site.

We rethought how tools were being organized, named and prioritized. We took a unique approach, sorting tools into categories based on professions. The new navigation elevated plumbing, automotive, electrical and other consumer relevant categories, making function top of mind.

Redesigning the site made sorting and comparing tools simple. Showcasing product attributes catalog-style, we were able to communicate the breadth and depth of products while quickly highlighting differences and similarities, in a note-worthy way.


  • Responsive Website

The Outcome

We identified and targeted consumers, then connected them with the right tools for the job. Most importantly, we facilitated users’ need for a better online experience, which increased sales and site traffic.


Increase in mobile sales


Increase in ecommerce conversion rate


Increase in average time per visit