DeWALT

Reimagining How Pros Discover, and Buy Tools

Senior Art Director / Pitch Lead

Verndale

As Senior Art Director at Verndale, I led the creative vision for a high-stakes pitch to DEWALT. The challenge was to show how digital could match the brand’s real-world intensity — tough, bold, performance-driven, and built for professionals.

I created a fully realized interactive concept that reimagined how DEWALT showcases tools, tells product stories, and connects users to the entire DEWALT system. This pitch combined UX, motion concepts, and immersive visual design to demonstrate exactly how DEWALT could elevate their digital experience with clarity, attitude, and power.

The pitch was a success — the work resonated because it didn’t just present screens, it presented a vision.

THE CHALLENGE

DEWALT needed a modern, intuitive, and high-impact digital direction that:

• Better reflects the strength and performance of the DEWALT brand

• Helps users find the right tool quickly and confidently

• Highlights product systems and compatibility

• Creates immersive storytelling around innovation and use-cases

• Feels engineered for the professional tradesperson

In short: DEWALT needed a website that worked as hard as their tools do.

APPROACH

As Creative Lead, I:

Set the Creative Direction

Developed a bold visual language inspired by industrial materials, construction textures, and DEWALT’s iconic black-and-yellow brand DNA.

Designed a UX that Thinks Like a Tradesperson

• Clear paths for tool discovery

• System-driven product relationships

• Highly visual feature callouts

• Seamless mobile-first functionality

Created Immersive Hero Stories

Brought products to life with dramatic photography, layered motion, and narrative moments featuring real environments and use cases.

Developed Modular Components for Growth

Flexible cards, feature blocks, system callouts, comparison elements — all tailored to scale across DEWALT’s massive product ecosystem.

Told a Brand Story Through Interaction

Every detail — hover, motion, iconography, typography — worked together to communicate toughness, innovation, and reliability.

THE OUTCOME

Even though the project was a pitch, the work delivered:

• A strong, unified creative vision for DEWALT’s future digital experience

• A design system that balanced brand attitude with usability

• Product storytelling that felt cinematic and professional

• Intuitive UX solutions tailored to a tool-buying mindset

• Clear, scalable structures that DEWALT could use across product lines

The pitch stood out because it didn’t force DEWALT into a template — it amplified what makes the brand legendary.

This work set the foundation for how DEWALT could evolve their digital ecosystem into something more immersive, intuitive, and built for the professionals who depend on their tools.