KIMBERLEY BATES
Strategy, Design Direction, Art Direction, Design
Scotch, one of the most trusted names in home and office products, sought to capitalize on DIY and crafting trends by repositioning 54 core skews into a new segment directly targeting millennial crafters.
A Simplified Strategy for a Complex System: Scotch’s one-off method for patents and product releases posed a significant challenge for creating consistency in online communications, packaging, product descriptions, nomenclature and overall brand message. One example: Which glue is strongest? Super, Max, Ultra, Advanced Formula, Tacky, etc.? And which one dries fastest? Rapid-dry, Quick-dry, Speed-dry?
After an extensive Scotch portfolio audit, store walk-throughs with client and customer, and competitive brand analysis, my team streamlined product nomenclature and developed a consistent visual system for adhesive strengths, applicators, and product naming.
A “Brand NEW” Inspired Design: The Scotch Create brand identity and package design concept was born from millennial crafters’ craving for inspiration. The rise in popularity of "inspiration collecting" on sites like Pinterest, told me our demographic was constantly looking for new and interesting ways to use common products. The system was designed to feature a unique craft image for each SKU, and each craft had to be created using the product on whose PDP it would appear.
"Craft-a-palooza" begins. After extensive craft project research, sourcing materials, and trial and error, my team crafted a unique item for each of the 52 SKUs. I led art direction and photoshoot. Scotch was so pleased with the outcome, they green-lighted us to develop an online brand experience campaign to accompany the launch of the new Scotch Create line.
The “Step-by-Step” Campaign: In keeping with the trending DIY theme, we turned 10-12 of the best performing SKUs into branded step-by-step tutorials designed for Pinterest, the official Scotch Create microsite, and other social media.