“We’re not selling paint, we’re showing people how they can transform their personal environments… We’re not selling tools, we’re empowering people to build something new, something distinctive, something they can call their own…  “– Home Improvement Category Manager



We have more than 20 years’ experience in the home improvement category including advertising, store design, private label branding and celebrity endorsements. Here is a short summary of our principal engagements…

  • Advertising concept development & copy assessment.
  • Brand identity: assessment of logo & packaging designs.
  • Assessment of in-store signage, displays, navigational aids and pricing information.
  • Development and assessment of promotional materials.
  • Private label brand development: hand tools, power tools, paint, lawn & garden.
  • New product development: hand & power tools.
  • Provision of consumer feedback on spokesperson persona, use in displays and presentation in advertising campaigns.
  • Consumer feedback on and tool department floor plan designs.
  • Consumer feedback on satellite tool & hardware store designs.
  • Shopper marketing analyses.


  • Craftsman Tools Advertising concept assessment; copy assessment; new product concept assessment; assessment of display designs; spokesperson persona development & deployment qualitative; Craftsman Club & website user focus groups.
  • Sears Hardware Stores Advertising concept assessments; store design & layout studies; shopper marketing studies.
  • Companion Tools Logo & packaging development studies; new product assortment studies.
  • WeatherBeater & EasyLiving Paints Advertising concept assessments; labeling & packaging design assessments.
  • Orchard Hardware Store design & layout studies; shopper marketing studies.