We developed a ‘product Experience’ guideline for Sears’ Craftsman brand. This guideline aligns the various contract tractor manufacturers on visual brand language and user experience targets.

I was in charge of this program, which included extensive on-site consumer research, semiotics analytics, style guideline development, and strategy documentation. The resulting commercially sold product pictured above was designed by the Sears design team based on the CPX guideline.

link: Craftsman mowers