MEASURE TWICE, BRAND ONCE
As a primarily B2B brand selling direct through national hardware and construction supply stores, Keson was faced with the opportunity to compete against national brands at retail. To stand out, the brand looked to provide innovation and a point of difference to a relatively low cost commodity category that has been unchanged for years—chalk line reels. Through in-depth immersion exercises to discover the true needs of end-users, our team responded with a design that delivered on the overall brand strategy and the company’s point of difference: Made in America. The patented functional features, form language, price point, improved engineering and positioning gives Keson a unique selling proposition at retail, significantly increasing their visibility as a brand and bottom line.