Menards
Menards has been a reliable customer of Quality Craft for several years, providing 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 was looking to modernize the presentation of the products 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. I also recorded and edited a video included in the website mockup and linked to the QR code. The video shows quick and easy assembly, which is one of our main selling points for the new line.
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 successfully created a more cohesive and 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 they used product photography and A+ content to 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 provide customers with a clearer understanding of the products before purchasing.
CHALLENGES
The primary challenge was photographing the products in a limited space while capturing the high-angle perspectives needed for certain shots. 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.
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 both a strategic and 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.
