Connecticut ElectricBrand Development & Interactive Design
About Connecticut Electric
Connecticut Electric, Inc. is a designer, manufacturer and distributor of specialty electrical components that are sold through electrical distributors, hardware stores and big box home improvement retailers, including Lowes and Menards. Products span from proprietary branded circuit breakers to manual transfer switches, spa panels, RV Power Outlets and Marine Products.
The Challenge
Traditionally working through third party distributors to market their products, Connecticut Electric recognized an opportunity to sell replacement circuit breakers direct to consumers through their own online distribution channel. Not wanting to alienate current routes to market, Connecticut Electric presented KA+A with the challenge to design and develop a stand-alone marketing and e-commerce web site for their new direct to consumer brand, Unique Breakers, a one-stop source for new, hard-to-find, and obsolete replacement circuit breakers.
The Process
KA+A launched the engagement by designing and developing an identity for the Unique Breakers brand that would allow it to stand apart from the Connecticut Electric brand, but still retain familial ties.
Moving quickly to the interactive portion of the project, KA+A designed and developed a framework for the e-commerce site with an eye towards ease of use (from a purchasing perspective) and search engine optimization. A comprehensive set of wireframes and high fidelity prototypes were then designed and handed off to our development partner Small Box Consulting, who integrated a full-featured ecommerce and content management system.
The Result
Connecticut Electric has been able to leverage the easy-to-use back-end and maintain the Unique Breakers website to expand their market by tapping into an under-served customer base. By reacting swiftly to the ever-increasing number of consumers using online tools to locate and purchase hard to find products, Connecticut Electric has been able to leverage existing resources and repeatable processes to add revenue directly to their bottom line.
