The Safety House

Situation

The Safety House supplies industrial PPE and asbestos and lead abatement supplies to American businesses. After investing heavily in a previous agency, it was left with a site that missed the business, the market and its users. Engagement and search visibility suffered, competitors gained ground, and the company had to lean on other channels to reach customers.

Strategy

A strategic rebuild from a clean slate. Competitive analysis and market research showed where the brand stood and where it needed to go. Personas for business buyers and individual consumers then guided every design and development decision: separate but connected journeys on one platform.

Execution

• Branding. A unified tone and visual style across every channel, so each interaction reflects one brand.
• Personalization. Recommendations from browsing and purchase history, adaptive product discovery, dynamic segmentation and cart-based upsells to raise order value.
• B2B and B2C. Pricing tiers, volume discounts, account access, gated catalogs, bulk ordering, invoicing and purchase history for business buyers; streamlined checkout and promotions for retail shoppers.
• Platform. Magento for scale, Algolia for fast search and CRM integration for centralized customer data and personalized marketing.

My role

As Creative Director, I led the research, experience strategy and creative direction: competitive and market analysis, persona development, customer journeys for both audiences, and the design system across desktop and mobile.

I worked closely with stakeholders and the development team to balance usability, brand consistency and the technical demands of a large Magento catalog.

What changed

Retail shoppers get a faster, more intuitive path to purchase, and business customers get the pricing, account and purchasing tools their workflows require.

A unified design system, stronger brand and scalable foundation give the business room to grow personalization and omnichannel capabilities.