Impact / Stanley Black & Decker
Recharging the yard
for a mobile-first future.
At Stanley Black & Decker, I created the digital experience for Recharge Your Yard, a multichannel campaign showcasing the cordless convenience of electric outdoor equipment. My work brought the campaign to life across desktop web and a bespoke mobile web experience.
The challenge
Turn a product benefit into a compelling reason to reconsider yard care
Electric outdoor equipment offered a simpler alternative to traditional gas-powered yard care, but the value proposition needed to feel tangible. The campaign had to show how cordless mowers, string trimmers, hedge trimmers, and blowers could make routine outdoor work cleaner, easier, and more convenient.
The digital opportunity was to translate the campaign into connected desktop and mobile experiences that could educate customers while giving each screen an experience designed for its context.
The idea
Recharge Your Yard
The campaign centered on a clear promise: cordless convenience. I translated that idea into a focused digital story connecting the Black & Decker advantage, the reasons to choose electric, and the available product range.
Rather than treating mobile as a reduced copy of the desktop site, I developed it as a bespoke experience with direct, touch-friendly paths into product benefits, electric-yard education, and the equipment lineup.
The experience
Designed for the emerging mobile web
Circa 2009, the mobile web was still taking shape. Recharge Your Yard was created for that moment: a purpose-built mobile destination with concise messaging, prominent navigation, campaign imagery, and product discovery designed for the smaller touchscreen.
The mobile and desktop experiences worked as parts of the same multichannel campaign—consistent in message and visual identity, but tailored to the behaviors and constraints of each device.
The impact
An early model for channel-specific digital experience
Recharge Your Yard demonstrated how an integrated campaign could extend beyond media and messaging into purpose-built digital experiences. It connected product education, brand storytelling, and discovery across desktop and mobile while keeping cordless convenience at the center.
The work also reflected an early shift toward designing for mobile behavior directly—using the emerging mobile web as a distinct customer touchpoint rather than an afterthought.