CPO Tools

Retooling and launching a retail store for an online brand

CPO (Certified Pre Owned) an Inc. 500 online retailer of tools, was growing and expanding. Competition in this ecommerce sector is vigorous, especially with many big box home improvement stores expanding online, and other established online players filling out their own product and brand offerings.

With over 30 partner co-branded websites, CPO growth plans included a brand retooling, and sharpening of online social media messaging, in conjunction with a test retail store. Project implementation and schedule for the store opening drove efforts. Fortunately, we had the eyes, ears and hearts of the top executives, who were steadfast in their dedication and belief in our process and efforts to bring their strategy to life.
We unearthed and explored new brand foundational elements, including naming, tagline and numerous identity opportunities and developed a toolkit of supporting graphical components. Lifestyle messaging was married to social media efforts and online outreach. The CPO Tool Outlet store was the testing ground for merging the online and new brand components with the
real physical retail environment. Visually riveting Xrays of tools drove home the rigorous factory inspected and guaranteed quality mantra of CPO for all to see, in conjunction with old school craftsmanship, with depictions of people enjoying the fruits of their newfound DIY labor.

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