Portfolio - Leatherman Tool Group - Redesign 2008

Leatherman Tool Group Redesign 2008

Taking Leatherman Multi-National

Different Products, One Voice

In 2008, Leatherman® Tool Group, a Pop Art client since 2001, asked us to execute their first major interactive overhaul in several years. The primary goals of this project were to directly increase online retailer sales and improve the SEO/SEM. Furthermore, the site had to be easily expandable to allow for new product launches, and optimized for translation into several languages.

Primary Content Audit

We first launched a thorough and comprehensive audit of the toolmaker’s current online presence. Then we were able to isolate the best and worst performing areas of their web site using different web analytics tools. Once we had established different consumer paths, new interactive design and strategic messaging provided the customer with several ways to navigate product offerings.

Building the Brand

Also, we built a large Leatherman Community section to:

  • Build brand loyalty
  • Cement the views of their already fervent customer base
  • Allow users to connect with each other
  • Promote upcoming product releases

Modern Practices, Clean Design

We constructed the entire web site with the most up-to-date design and development practices and strict adherence to current web standards. The result was an expandable, visually appealing and search engine optimized web presence that has garnered substantial traffic.

Project Summary

  • Extensive web site redesign
  • Built to improve online sales channel
  • Optimized for language translation and as a new product launch-pad

Project Images

  • The new Leatherman.com beckons users deeper with compelling, SEO-friendly content and dynamic imagery.
  • We built a “tool finder” that allows users to organize tools according to their intended use.
  • Our tool comparison drives sales by allowing users to determine which tool has the features that they need.
  • The site was built to acts not only as a repository for product information, but also a launch pad for new knives, tools, lights and accessories.
  • Since it’s a key brand attribute, we stressed the local Portland aspects of the company everywhere we could.

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Related Blogs

  • Leatherman Refresh

    Front-end developer Libby Molina discusses the highs and lows of the redesign.

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