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Black & Decker's Hardware & Home Improvement Group in Lake Forest, CA decided to launch a new commercial hardware brand. Target market? Commercial builders, architects, designers, and building managers/superintendents. Launching into a mature and crowded market required product unsurpassed in quality, design and support, plus marketing materials, including a website, which are second to none. Krush sat in on early stage planning meetings, and was involved with the evolution of the brand throughout the process. When it came time to name the line, Krush developed the winning name, and then went on to design the color palette, brand ID and website. The goals? Make commercial hardware look strong (yet attractive), professional, durable and of the highest value. Krush even wrote the copy and developed content for the initial site launch. Now that's full service.

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