American Standard as a company had perception by consumers of being cheap and not being up to standard to some of its competition. This is and was actually not the case. American Standard has a long tradition of creating high-end design solutions and integrating new technologies into all the lines of products they offer.
For this execution the goal was to modernize the overall look and feel of AS and to educate the user on the long standing traditions and high-end solutions AS has to offer. We started by overhauling the navigation and search to create clear pathsinto different product sections which met the needs of the users visiting the site (Consumers, Designers, Plumbers). Once this was achieved the next goal was to create an experience which also fit the needs for the casual browser. This was done by serving up inspiration into the different suites AS has to offer and creating clear paths into deeper product sections, or the ability to find and visit a brick and mortar location AS is offered.
The results is a site that allows the user to land on a site with hundreds of product offerings, and at the same time not be overwhelmed with decision making but inspired.
Agency: Fantasy Interactive
Role: Lead Design & Art Direction