Though revered for their customer service and known as the ‘DIYer’s go-to,’ Ace found their customer base heavily lopsided. They knew men were not the only ones fixing, building, or making, and wanted to invite more female creators into the store.
Most first-time homeowners (aka those most in need of tools and expertise) are newlyweds, so we decided to go straight to the source. Not only did Ace become part of the planning, but also created a program to guide customers through future problems and projects.
role: concept, art direction, design, illustration
copywriter: Dang Phan