ToolSmith Direct is a hand and power tools eCommerce store focused on contractors. The average consumer would shop at home depot and lowes. Knowing that allowed us to craft the eCommerce store that was poignant and relevant to our target market.


Balance the purposeful nature of the consumer market with a polished visual appeal, was a key challenge in this project. It was easy to get carried away on visual elements with the rich product imagery but the focus of this was to help contractors find and buy their tools with minimal friction.