Menards
Menards has been a reliable customer of Quality Craft for several years, purchasing our garage and tool storage solutions, flooring, and general home improvement products.
MasterForce
Garage Storage
ABOUT THE PROJECT
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Quality Craft presented an updated line of garage storage products under the MasterForce brand to Menards at a line review and successfully secured the business. Menards wanted to modernize the product presentation both in-store and online, including refreshed displays, updated graphics, and clearer product information to improve the customer shopping experience.
PROCESS
I collaborated with the product and sales teams to identify the key features and selling points of the new garage storage units. From there, I developed a cohesive set of marketing assets, including product photography, point-of-purchase graphics, product manuals, and carton packaging. I also created a mockup product page for the Menards website to demonstrate how the updated product assets could translate for the online shopping experience. One of the main selling points of our garage storage products, and what sets us apart from our competitors, is quick and easy assembly. I recorded and edited a video comparing assembly times. The video is easily accessible via the QR code on the in-store display and on the product page.
CHALLENGES
The primary challenge was creating a modern, cohesive visual system that refreshed the garage storage line while maintaining the established MasterForce brand identity. The graphics needed to communicate key product features clearly across multiple touchpoints while remaining consistent from the retail environment to the online shopping experience.
OUTCOME
The final project created a more cohesive, modern customer experience across in-store and digital touchpoints. Updated graphics, product photography, packaging, and product information helped clearly communicate the features and benefits of the garage storage line while maintaining the recognizable MasterForce brand.
REFLECTION
This project strengthened my understanding of how visual design can support both brand strategy and the customer journey. Creating assets across packaging, retail, and digital touchpoints challenged me to think beyond individual pieces and consider how each element works together as part of a cohesive brand experience.
MasterForce
Tool Storage
ABOUT THE PROJECT
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Quality Craft manufactures chests and cabinets under the MasterForce brand for Menards. Menards requested updated product photography for their website to better compete with other tool storage brands and create a more engaging online shopping experience.
PROCESS
I began by researching competitor brands and analyzing how their product photography and A+ content showcase tool storage features. I then identified the key selling points of our MasterForce products and developed a photography plan around those features. The final imagery showcased the products in use, highlighted functional details, and helped customers better understand the products before purchasing.
CHALLENGES
The primary challenge was photographing the products in a limited space while capturing high-angle perspectives. To achieve these angles safely and efficiently, I secured the camera to a ladder using zip ties and used a camera-control app to capture images remotely from the ground. This allowed me to photograph open drawers and other product details without repeatedly climbing up and down the ladder.
OUTCOME
The completed photography gave customers a more comprehensive view of the products and highlighted key features through a mix of lifestyle and detail imagery. Deliverables included 360-degree product views, drawers shown filled with tools, and close-up shots featuring MasterForce tools.
REFLECTION
This project strengthened my ability to approach product photography with a strategic, problem-solving mindset. Rather than simply photographing the products, I focused on how each image could communicate a specific feature or benefit and help customers make a more informed purchasing decision.
Outdoor kitchens
ABOUT THE PROJECT
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Quality Craft manufactures outdoor kitchens and has collaborated with the Duro Grill brand, which is sold at Menards.
PROCESS
I began by researching current retail displays of outdoor kitchens and grills. I focused on what sets us apart from the competition and how I could showcase it in our own product display.
CHALLENGES
The primary challenge was displaying the graphic over the outdoor kitchen for the line review.
OUTCOME
The completed graphics provided customers a more comprehensive view of the products and highlighted key features through a mix of lifestyle and detail imagery. Deliverables include the in-store product display graphics and a mockup webpage, providing an easy shopping experience for the customer shopping in-store or online.
REFLECTION
This project strengthened my understanding of the customer shopping experience. Adding POP, instead of using images or displaying the product by itself in-store, lets us showcase our benefits and helps customers make an informed decision before buying.
MASTERFORCE
GARAGE STORAGE ACCESSORIES
ABOUT THE PROJECT
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Quality Craft manufactures slat wall and slat rail storage products under the MasterForce brand for Menards. Menards hosted a line review for garage storage accessories, and this was the perfect opportunity for us to upgrade our products and associated graphics.
PROCESS
Since we decided to add to our slatwall and slatrail product line, we needed photography. I set up the display, gathered the items needed to create lifestyle images, and took a number of photographs for online use and in-store POP.
CHALLENGES
The primary challenge was photographing the products in a limited space. We were able to hang the slatwall and attach the hooks and baskets in an open space of our warehouse. The lighting wasn't perfect, so I adjusted it by adding lights and using photo-editing skills.
OUTCOME
The new POP and signage gave customers a more comprehensive view of the products in use. Adding lifestyle photography to the shopping experience is important so customers can visualize the product in their own home spaces.
REFLECTION
This project put me in the customer's point of view, thinking about ways to improve POP materials by adding photography. We always photograph products as part of a new product process, but incorporating lifestyle images into the graphics gave me space for creativity and planning.
