ClosetMaid, The Leader in Home Organization

A New ClosetMaid

ClosetMaid has delivered innovative home organization solutions to businesses and consumers for the past 55 years. As a national leader, their products, systems, and teams have changed and expanded at a rate that created large discrepancies in their brand standards and public perception over the last 15 years.

I worked as part of the brand strategy team over 6-months to create a new brand that included the full spectrum of audience research, customer journeys, messaging, identity, positioning and visual standards for both print and digital.

My lead-writer credits for this project include Audience Personas, Customer Journeys, and new Product Nomenclature. 

Connecting with new audiences

With the brand established we’ve continued to update their sales materials, social and digital content, monthly email promotions and launched their first print advertising campaign in a decade (below).