Yardworks Brand Update
Yardworks was an established but stagnant brand, long overdue for an update. This project marked the brand’s first major evolution, aimed at modernizing its identity.
Brand Development
By 2014, Yardworks was a $100M brand without an identity.
Without a clear direction, pricing strategy, or aesthetic, products were sourced piecemeal by buyers, leaving the brand scattered and inconsistent.
The lineup spanned from entry-level tools to premium riding mowers, but with no unifying vision, Yardworks felt unfocused and outdated. It was overdue for a revitalization.
Working with Teams Design in Chicago, we set out to bring unity and clarity to a brand that had long been fragmented. Together, we shaped a fresh aesthetic that gave Yardworks a distinct and cohesive identity.
Through three rounds of exploration, we evolved rough ideas into polished concepts, presenting the final design to the Canadian Tire teams. The new direction felt both modern and unmistakably Yardworks.
With the new design language established, products were sourced directly with our factory partners, ensuring consistency across the line. By 2017, the full refreshed assortment began arriving on shelves, marking the first true transformation of Yardworks into a modern, unified brand.
Sweating the Small Details
We examined every detail, from the motor choices for the leaf blower to the washer on the hoses and watering tools.
Changing the material of the washer from PVC to vulcanized rubber and standardizing the specifications for the threads of the fittings made a true leak proof system. Though not without some pushback, vendor negotiations and supply chain magic to executed the program.
These two changes allowed us to make a No Leak claim in two nationwide ad campaigns.
Innovation and Opportunity
From pizza box to patent and a national ad campaign. I led the design and development of the Yardworks AeroForce Leaf Blower. It lauched in 2017 and was a key part of the innovation story for Yardworks.
Expanding the Program
We expanded the program to explore new opportunities that addressed the diverse needs of Canadians. The team developed prototypes to test solutions for both small urban yards and larger suburban or rural properties, ensuring the lineup felt relevant and inclusive across the country.
In 2018, the final product line launched, delivering compact, easy-to-use solutions tailored for small and medium urban yards. This expansion not only broadened Yardworks’ appeal but also reinforced the brand’s relevance for Canadian homeowners.
