GTM Strategy, Website Refresh, E-Commerce Refresh

Tineco multi-surface vacuums

This high-quality, but virtually unknown China-based manufacturer was set to launch their vacuum and floor cleaner brand at retail in the U.S. and Canada. The website and point-of-sale materials needed a dramatic makeover, with language and imagery that spoke to the North American customers, and positioned the brand to compete with better-known brands.


  • Brand building
  • Web copy & design
  • Brand story makeover
  • Point of purchase collateral
  • E-commerce design makeover
  • Style guide
  • Brand photography art direction


With a timeline and budget too tight for new photography or a complete website build, a creative solution was found using a combination of revamped copy and tactical use of stock photography to upgrade the brand story. The work focused on highlighting product value and communicating the exceptional viral success the brand had already experienced through Amazon sales. A style guide was also created, so the China-based web team could maintain and build on the initial work over time.

GTM Strategy, Brand and product story development, Web design

Developed a go-to-market strategy and new audience-appropriate messaging based on a new brand story.

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Revamped photography art direction

Transformed web presence for the North American retail launch by updating photography guide to align with local consumer expectations.


Supported brand consistency across ongoing updates and content creation by developing a style guide.

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E-commerce design makeover

Improved the user experience on Amazon to drive e-commerce sales by redesigning product image modules.

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POP display

Elevated brand perception at retail by unifying imagery for point-of-purchase collateral and the digital brand.

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North American launch in over 200 retail stores with new point-of-sales collateral, an updated website design and copy, and a style guide for iterating additional materials over time.

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