Arrow Fastener — Clinton Walker

Role:
• Creative Director
• Product Designer/Manager
• Lead Designer
• Product Photographer

Overview: Arrow Fastener is historically the leading fastener manufacturing company in the world. Its products are used by professionals and home consumers alike.

Challenge: Complete rebrand of the company including, products, packaging, information systems, web, marketing, and advertising. Improving retail presence and products to boost sales.

Approach: Product rebrand across all platforms, including the products themselves, was disjointed. Some products and packaging were so off brand that they weren’t recognized as a part of the family. We first created product line ups as seen displayed in retail spaces to identify all pain points as well as intense product testing to determine what users found effective and ineffective. We received an immense amount of feedback. New and existing customers had a lot of issues with existing products including ergonomics. Also lots of issues with misguided information to pair supplies with the products. We created iterations of new brand directions for packaging and products, informations systems, hierarchy, industry specific language, use of brand colors on products, and ergonomics. We worked in tandem with professionals in the construction industry, manufacturers, major retailers, and ergonomic product engineers.

Results: Together we created a very successful rebrand across all facets of the company. Major retailers were willing to provide more square footage for display of products for sales and testing the tools. This allowed a more informative and exploratory experience for the consumer. Arrow Fastener sales grew exponentially over a short amount of time with the rebrand and strategic promotions.

Display Concepts: Renderings of rebranded displays and new information systems based on feedback from product line reviews.