Laughlin Constable

Taking Brands From Now to Next

Non-Profit

Master Lock

Creating a Modern Website for a Legacy Brand

MasterLock.com Redesign

MASTER LOCK

Everyone wants a shiny new website. But we’re not in the business of designing new websites just for the sake of being new. Instead, our aim at the start of any website project is to deliver a site that drives business and delivers an intuitive and meaningful experience to consumers, all while staying true to the legacy of the brand.

The Big Idea

Master Lock is a respected brand with a 100-year history of being the best in its class. So, when it came time to redesign their website, we wanted to pay homage to that premium legacy by creating an experience that mirrors the confidence and security Master Lock’s physical products give their customers. By pulling that brand equity forward into the digital space, we set about designing a site that doesn’t just sell locks but elevates the brand’s entire digital presence.

Digging into every detail.

  • We embedded ourselves in the brand, leveraging Master Lock’s extensive research on how customers choose locks, reworking how products are categorized, and enhancing the path to product journey for shoppers to make it more intuitive and more efficient.
  • We labored over the tiniest details, including button design, photo and animation builds, type treatments, and experiences that don’t just make a website look better, but increase the chances that the customer can find what they’re looking for and convert.
  • We focused in on key business driving features, like enhancing the Find a Lock feature and adding plugins like Hatch to direct customers to the nearest retail stores that carry the product they want.

All the while, working closely with the client team to meet their goal of creating a meaningful, elegant and simple experience for customers.

The site is live, but the work isn’t done.

But the work didn’t stop there. Because it’s not the Griffin way to push our clients out of the nest before they know how to fly, we set the Master Lock team up with a full launch plan that walked them through how to navigate the first 90 days. The plan included a system to handle feedback, pre-drafted communication materials, and a custom analytics dashboard to help set up the team for success.

After months of researching, designing, writing, coding, coffee-guzzling, testing, reworking, and testing again, we ended up with an incredibly smart, intuitive, and business-driving web experience. And to top it off, the modern design pays homage to the old-school-cool legacy of the Master Lock brand. 

It’s more than a website, it’s an experience.

Our goal at the start of the project was simple: give the client what they want, as well as what they don’t even know they want. What that meant for Master Lock was creating an updated, user-friendly purchase path for customers. What that meant for us was finding a way to make sure the Master Lock website instills as much confidence in customers as their products do, all before they have a chance to leave the website.

So how’d we accomplish it? By digging into every detail of the website from high-level architecture to minute details. 

Image that highlights details from the Master Lock website such as buttons, product imagery, filter system, etc.
Two iPhones displaying various pages on the Master Lock website.

Why It Worked

We didn’t just do a little research, we immersed ourselves in our client’s world. Because in order to understand how to create the best digital experience for Master Lock customers, we had to become an extension of the Master Lock brand itself. And once we truly understood the client, the customer, and the business, we could create a website that met the needs of all three. All while honoring the legacy of the brand.

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Boys and Girls Clubs of Chicago

Highlighting the bond between the BGCC and Chicago’s youth

A Club for Life

Boys & Girls Clubs of Chicago

Chicago can be a challenging place for a kid, which is why the Boys & Girls Clubs of Chicago (BGCC) enables all young people – especially those in most need of guidance and structure – to reach their full potential as productive, caring and responsible citizens. Serving over 16,000 youths in some of the city’s most economically and socially challenged neighborhoods, each of the 23 Clubs provides a safe haven for kids to learn and grow.

20.3%

Increase in average daily
club attendance.

24.5%

Increase in unique page
visits to refreshed site.

50%

Increase in YOY donations
at annual Youth of the Year event.

The Big Idea

A longtime supporter of the Boys & Girls Clubs in both Milwaukee and Chicago, Laughlin Constable was recruited to launch the first Boys and Girls Club of Chicago campaign in 10+ years. While broader awareness was the ultimate goal, the nonprofit didn’t have the budget to build or measure it – so we needed to increase relevancy and connect our audiences to the mission and unique benefits of BGCC to drive engagement and, ultimately, action.

Boys and Girls Club of Chicago newspaper ad

More than just a club.

Each and every member of the BGCC don’t just have club membership, they are members of ‘A Club for Life.’ The caring adult professionals at BGCC forge long-term relationships and provide life enhancing programs and character development experiences designed to provide hope, opportunity and positive life-long impact.

Illustrating the club’s lifelong impact.

The BGCC believes that confidence is crucial in a child’s development, so we created a campaign that focused key moments a child experiences at their local Club and imagined how the confidence the clubs help instill may impact their grown-up life.

The fully-integrated campaign spanned television, print, radio, digital, PR, OOH and more, literally showcasing what the young boys and girls could grow into because of the support of their Club. Additionally, TV, digital and paid social targeted our donor audience to ensure exposure in the channels that dominate their attention.

Boys and Girls Club of Chicago billboard

An ongoing commitment and partnership.

Laughlin Constable remains a proud partner of The Boys and Girls Club of Chicago. Atop our campaign work with the not-for-profit, we annually produce a video used to amplify the club’s fundraising efforts. This video also plays at the club’s Youth of the Year Award event and has become one of the centerpieces of the recognition event’s programming.

Why It Worked

Internal constituents, including board members, club directors, volunteers, members and their families, were heartened by the positive impressions generated by the ‘Club for Life’ campaign – staff in particular were proud that their contributions were especially recognized. Conversely, the campaign performed well externally, exceeding goals and expectations by relying on a compelling, singular truth: being a part of the BGCC helps ensure members have every possible opportunity to reach their dreams.

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El Camino Health

Healthcare Shaped by You is
Really as Good as it Sounds

Expanding and Rebranding

El Camino Health

San Francisco’s South Bay is the global center of technological innovation. It’s fast. Ever-changing. Always expecting big things. Just like the people who live there. So when we were asked to help our client El Camino Health expand and rebrand, we knew we had to focus on the one thing that set them apart from all the other hospital systems in the area: they listen to the unique needs and wants of their community members, and tailor services accordingly.

7%

Percentage points exceeded top of mind awareness goal.

27,000+

Landing page visits drove by Shaped by You campaign.

30%

Year-over-year increase in Google my Business searches.

The Big Idea

El Camino’s mission was to rebrand from El Camino Hospital to El Camino Health, all while expanding its urgent, primary and specialty care services to more locations throughout the area, and showcasing its commitment to well-rounded healthcare, wellness initiatives and lifestyle medicine. The biggest challenge for El Camino Health was claiming its own space in a part of the country that’s home to some impressive, dominant healthcare players like Stanford Health Care and Kaiser Permanente.

Digital ad banner for El Camino Health, backdrop image is a woman sitting outside on a building's architectural, circular cut-out while overlayed headline reads, "Care that Revolves Around You"
Digital ad banner for El Camino Health, backdrop image is of a three-person family playing with hula hoops as the sun shines while overlayed headline reads, "Personalized Well-Rounded Healthcare"

Healthcare shaped by you, and you, and you.

We quickly learned that El Camino Health provides care and services based on the unique needs of its one-of-a-kind community. Healthcare that’s shaped by the community. By every diverse member of the community. And just like that, the “Shaped by You” campaign was born.

No one can compete when it comes to community.

Despite being up against a market of huge, powerful competitors with big names and even bigger marketing budgets, one thing none of the competitors can match is the way El Camino Health knows its community – because it’s truly part of the community. And while it’s technically a “community” hospital system, it’s so much more capable and progressive than your typical community hospital.

"Personalized Healthcare Revolves Around You" print ad for El Camino Health by Laughlin Constable.

Why It Worked

Our campaign highlights area locations and landmarks with circular shapes, as well as circles that fill our everyday lives. We paired those images with powerful healthcare images, all to show that El Camino Health offers well-rounded care that revolves around the community. So when we say, “What happens out there, determines what happens in here,” we absolutely mean it.

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ASPCA

New media. New donors.
New results.

YouTube Video
Campaign

ASPCA

If you keep doing the same thing, you’ll keep getting the same results, right? So, when the ASPCA wanted to find a way to connect with new donors, it only made sense to do something completely different.

12MM+

Views on YouTube since campaign launch.

1K+

New donors directly attributed to YouTube since campaign launch.

:90

Video length, proving shorter is not always better; 1 out of every 7 views were completed through the full :90 video – delivering the full story.

The Big Idea

The ASPCA has been successfully recruiting donors to help in their mission of protecting vulnerable animals for years through web banners, emails, and native ads. But we wanted to do more. The ASPCA has a powerful story to tell that connects emotionally with millions of people. However, the current digital media channels couldn’t tell the whole story. Our plan? Create a compelling story targeted to a brand new audience not reached on traditional TV through YouTube, then retarget those same viewers with a combination of display banners and YouTube videos. It’s media and creative working together to tell the right story to the right audience. Or as we like to call it, a media-creative-one-two-punch.

Storytelling works, and sometimes, telling a long story works even better.

First, we had to tell the story. And while for years, the ASPCA has successfully raised funds by focusing on the animals the organization helps rescue, we wanted to tell this in a fresh way for our new media tactic. So, we flipped the script and told the story through an empowering lens solely using existing assets.

While we typically live by the “shorter is better” mantra when it comes to videos, we wanted to give this story the time it needed to resonate emotionally with viewers. Our in-house production studio, HIVE, created a :90 video by digging deep into the ASPCA archives and finding footage of rescues, rehabs and more inspirational moments the ASPCA had captured over the years. Yeah, we wanted to feature the animals that the organization helps save. But we also wanted to showcase some of the other work the ASPCA does to help animals, giving viewers even more reasons to believe in and donate to the organization.

Converting curious animal-loving viewers into loyal animal-loving donors.

Part two of the plan was to retarget the people who had watched the YouTube video with digital banners or videos. Retargeting was nothing new for the ASPCA, but with the YouTube video in market, we began gaining donors at an even more efficient rate. The :90 YouTube video allowed us to tell an in-depth story, which paid off down the road when our digital banners reminded viewers the impact their donation could have on vulnerable animals.

Why It Worked

Collaboration works. What started as a smart media buy to find new viewers was driven by a compelling, new creative message and ultimately led to huge new results. And having your media, creative, production, and analytics partners working seamlessly under one roof – or in 2020’s case – on the same VPN, makes all the difference.

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