Product Design and Development

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Johnson Lasers case study

Affordable accuracy for the DIYer.

Johnson Level is the number one brand in Levelling, Guides and Pro Level lasers in North America.

RDD were hired to develop an all new range of consumer price point Laser products to make home building and assembly jobs easy and accurate.

Our Insight and Analysis work identified the key products to focus on, and helped to develop a simple, task specific user interface for each device.

A robust internal construction ensures durability and a level of accuracy previously unseen at this price point, and without the need for any tricky end user calibration.

We developed an all new visual language for the range, to lift the Johnson brand from the ‘generic but solid’ looks of their existing items, to a bold range of products easily recognised as being only from Johnson, and differentiated from the rest.

We supported the implementation of the whole program from beginning to end, liasing between the Johnson teams in Milwaukee, USA and the Factory in Nanjing, China. This was especially valuable, as the program was delivered on a very aggressive timeline, in order to ensure fulfilment to a big box retailer on a fixed deadline.

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