Ironing The Plaid

Their products are ubiquitous, their history of innovation is legendary, their website and digital strategy was getting a complete overhaul. That meant clarifying Scotch Brand's core beliefs and the nature of their value as maker of essential everyday tools. By thoughtfully layering unique strategy, category and competitor research, and close collaboration with the brand team, our team was able to bring a contemporary look and feel to Scotch Brand content while staying grounded in its rich heritage. 

A snapshot of my work on the brand:

  • Tone and voice rubric for all digital assets, and web guidelines for several B2B and B2C brand platforms.
  • Web copy, including hero text, product descriptions, FAQ, About, and articles.
  • Quarterly creative activations informed by popular trends and need states and passion areas of targeted audiences.
  • Research and maintenance of partner relationships.
  • Cultural research and competitor audits.
  • Copy for social and ad banners.
  • Assist production design on quarterly photoshoots.
Building out the brand.

Building out the brand.

Assorted digital assets.

Assorted digital assets.

Web strategy summary.

Web strategy summary.

Typical article page.

Typical article page.