Redesigning Stanley Black & Decker’s Web Experience.

Using Drupal to build an enterprise-level, brand activation platform at scale for a worldwide leader in tools and outdoor.

  • Drupal
  • Manufacturing
  • Security

The Challenge

Create a modern enterprise-level Drupal CMS ecosystem to scale

Digital Agency, Primacy partnered with Stanley Black & Decker (SBD) for an ambitious website redesign and CMS re-platform. Based on a Drupal 7 implementation, the CMS and authoring experience needed a modern approach as well as a way to create and maintain content for future brand activations. To deliver on the strategic needs of the business owners as well as the technical needs of the SBD marketing team, Primacy partnered with ZenSource to develop a best-in-class site user experience and creative execution powered by a modern Drupal 9 CMS that was secure, scalable and incredibly easy to use. The goal being to relaunch stanleyblackanddecker.com as a foundation that enables SBD marketers to easily scale and grow its content on demand with little to no developer or code involvement.

The Work

Lay a foundation that enables a best-in-class site experience

Before the redesign started, Primacy and ZenSource partnered with SBD stakeholders to dissect the current site inside and out. Analyzing architecture, content authoring and third-party integrations, Primacy and ZenSource met with the SBD stakeholders to understand the current site ecosystem and CMS tools. As a result, a technical roadmap was created to help develop a scalable, author-first CMS experience as well as a multi-phased plan for various layers of functionality and third-party integration. This would also serve as the blueprint and foundation for the project and its future releases. Paired with a digital vision playbook and brand standards definition, Primacy set out to help elevate the brand positioning for the future. Focused on positioning SBD as an innovative solution provider, the goal was to use stanleyblackanddecker.com as the primary digital front door for the evolving brand and its constituents. 

SBD desktop

ZenSource developed the Drupal 9 CMS experience to deliver on an incredibly intuitive and scalable content authoring set of tools

Starting with persona and journey map development, Primacy began to detail an approach to creating a streamlined site user experience for optimized wayfinding and SBD content consumption. UX and creative development then delivered on the site vision by creating a modern site design and pattern library to elevate SBD and further push the envelope on its enormous brand equity.  

The Outcome

Phase 1 of an ever-evolving digital ecosystem

With the recent launch of the site, the new stanleyblackanddecker.com encapsulates a user experience and design that is high value, and true to SBD's heritage and status as an iconic, recognizable and innovative brand. Moreover, the modern technology implementation of a Drupal 9 CMS, optimized authoring experience and delivery of a flexible pattern library enables SBD to take their experience to the next level. This is only the beginning as SBD will use this site for integrated marketing campaigns as well as over time bring more of the the brand’s digital properties under one consistent brand ecosystem.