Black + Decker

Black + Decker aimed to successfully introduce their new 18v cordless power drills to the Japanese market, where they face significant domestic competition. The goal was to attract a wider range of customers, traditionally males aged 40 and upwards, and expand the appeal to include men in their 20s and 30s as well as female users. They needed compelling graphic design for merchandising, promotional materials, and social media to create buzz and drive sales. The objective was to highlight the innovative features of the drills and position them as essential tools for both professional and DIY users.

After conducting thorough research and discovery, I developed a cohesive visual campaign that emphasized the power and versatility of the 18v cordless drills. The design strategy included creating eye-catching merchandising, appealing promotional materials, and engaging social media graphics. The designs were tailored to resonate with a younger demographic and female users while retaining appeal to the traditional customer base.

The promotional materials and social media graphics were well-received, generating significant interest and engagement from the target audience. The merchandising effectively captured attention in retail environments and events, contributing to a strong launch. The comprehensive design approach helped establish the 18v cordless power drills as a prominent product in Black + Decker’s lineup, driving both awareness and sales across a broader customer demographic despite the competitive market.