Challenge

The quintessential American company, Kohler encompasses a diverse collection of over 50 businesses all built around the concept of “gracious living”. Their standby generator division is no exception. Kohler doesn’t simply compete in this product category. They invented it. Needing to educate and guide potential customers through a multi-stage buying process, the Kohler team partnered with us to devise a device-neutral solution to better tell the compelling brand story.

Approach

To get at the heart of the story, our design and content strategy teams interviewed key stakeholders, toured the production facilities, and generally lived and breathed the brand. This led to a deeper exploration of thematic concepts that aligned with potential customer motivations, for both residential and small business audiences. We elaborated on these concepts to develop a user flow that informed the resulting sitemap and wireframes, and ultimately the creative concepts. The resulted in simple, straightforward storytelling that captures the brand ethos and leads customers intelligently down the path to purchase.

Our front-end development team then got to work turning the design concepts into a fully responsive site able to present purposeful experiences across device types. Following a separate round of technical discovery, where we collaborated to define functional and technical requirements, our back-end enterprise developers built the site in-line with Kohler development standards, and integrated the solution with key systems.

Outcome

The result is a rethought brand and product experience that provides targeted content funnels for direct-to-consumer and B2B audiences, simplifies lead capture, and connects customers with Kohler's certified distributor network.