A beloved brand of professional painters for decades, Purdy was, in many ways, stuck in past when it came to its online presence. As we evolved the brand's look and feel in store, we also started to create organic content to build brand awareness and help Purdy secure its positioning as the authority on all things paint application. I lead the revamp of resources and product selection tools on the website, built project how-tos, added A+ pages for retailers, elevated the brand's social media presence and more. Below is a handful of examples of assets that help Purdy stay connected with our audience in the digital space.
Brand: Purdy Professional Painting Tools.
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Year: 2018-
Role: Art direction, UX, UI design
We rolled out a brand-new email program in 2019. I lead the development of templates for Marketo and developed welcome series emails in both English and Spanish to connect with the Purdy audience.
I also lead the creation of various new product launch emails for our publication partners. Built from scratch in HTML, they allowed us to extend the Purdy look and feel to new platforms.
I also lead the refresh of A+ content for Lowes.com where we introduced icons and step-by-step product selection tools to help users navigate a large product assortment. Friendly language and can-do attitude helps the DIY audience feel like they can tackle any paint project with Purdy.
Another resource that we brought into the new website is project how-tos. After gathering insights, we built content around most commonly searched project types and made it easy for users to find the right tools to achieve it. My role included the planning and styling of the shoots, working with a copywriter to create easy-to- follow instructions and even acting as talent for some of the shots. We promoted the pages on Pinterest and other social media to bring pro-painter advice and techniques to the DIYers.
We also really stepped up our social media presence. In addition to agency-lead content calendar, we developed organic and sponsored content in both English and Spanish to share tips and techniques, highlight email signup and promote brand campaigns.
Credits:
Creative Director: Stefan Woerle
Photography: Tyler Federico
Copywriter: Linda Yardley
Creative Director: Stefan Woerle
Photography: Tyler Federico
Copywriter: Linda Yardley