Benchmark was created as a “Quality Tool LIne” meant to compete directly with national and international tool brands. Home Hardware needed a strong, consistent brand and packaging that would compete on the shelf, and represent their distinction of higher-level quality and tool innovation. Benchmark has been successful year over year and has become the cornerstone of Home Hardware’s private brand portfolio.

Managed creative briefs and intake of product specs for all products, numbering well over 1000 SKUs. Coordinated creative briefs on individual products as well as with dozens of suppliers, both local and offshore. Consulted with Home Hardware’s merchandising team. Provided copywriting on key sell points. Managed a team of designers to ensure best practices and consistent execution of style guides. Directed photoshoots to maintain a consistent style and highlight product attributes. Created directional illustrations where necessary. Maintained a comprehensive archive of branding, packages, and images for access and deployment by Home Hardware stakeholders.

Benchmark products continue to be one of Home Hardware's core and best-performing brands. Consistent, quality branding and presentation has signaled quality and dependability to the Home Hardware customer.

Contributors included Libera Graphics creative team and content contribution by Home Hardware merchandising team. Photography by Gary Gerovac.
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