ALLWAY®
ALLWAY® was founded ninety years ago as the Ultra Mfg. Co. by Louis Gringer, father of current Chairman Don Gringer. It started with coming up with a concept for a pistol grip hacksaw purchased from a customer in lieu of payment of his account at the hardware store Philip Gringer & Sons, famously known as the All-Way Handy Saw. Don Gringer brought a engineering degree and an expertise in product design, transforming Allway Tools into one of the nation’s top manufacturers of paint tools.
When I first interviewed at Allway Tools, the company was just acquired by Linzer Products, a manufacturer that manufactures paint brushes and rollers. They were contemplating a major rebranding initiative and needed the right person to help push it. The company had a yellow, orange and grey color scheme that was long past its heyday. In addition, there was nothing to differentiate the premium product offerings from the more economic models. This had an impact on their sales. My arrival as their in-house designer played a pivotal role in driving this transformation forward.
One of my initial major projects was leading the conceptualization and execution of a comprehensive packaging redesign for over 400 products, guiding the transition from the previous orange and yellow color scheme to more cohesive branding. We immediately recognized the importance of ensuring that the products themselves reflected this updated branding. I worked with purchasing and overseas partners to ensure the transition was seamless and aligned with the new brand vision. A notable example of this effort is the redesigned packaging for the CT31, Allway Tools’ popular caulking tool.
Three months after joining Allway Tools, I successfully completed the packaging redesign project. I then shifted my focus to enhancing the company’s marketing materials. I believe that thoughtful design is key to creating impactful content, which in turn drives business growth and revenue. At the time, much of the marketing collateral consisted of basic PowerPoint slides, presenting an opportunity for significant improvement. I offered to use my design and copywriting talents to create more visually stunning materials for the sales reps to do their business pitches for.
Throughout the year, Allway Tools participates in several trade shows across the United States, including major events like the National Hardware Show in Las Vegas and biannual conventions such as Ace Hardware’s Spring & Fall Convention. Smaller shows like the Pacoa Dealer Market and the Lancaster Show also play a key role in our outreach. My impact was significant—I not only redesigned the booth for the National Hardware Show but also took an active role in the event, engaging with content creators who were eager to collaborate and expand our brand’s presence online.
Six months after joining Allway Tools, I embarked on what I believe was my second most significant contribution: creating a brand-new catalog. When I started in March 2021, the existing catalog was four years outdated, featuring an old logo, outdated product images, and missing information on new products introduced since 2021. Additionally, key design changes and new product features were not properly showcased. Recognizing the need for a comprehensive update, I led the initiative to develop a modern, accurate, and visually appealing 70-page catalog that reflected the company’s current offerings.
In 2022, I expanded my role to focus on growing our social media presence with engaging content. Leveraging my experience in social media strategy, video marketing, and content calendar production, I launched company accounts on Facebook, Instagram, X, YouTube, and TikTok. My aim was to boost engagement and brand awareness, especially among Millennial and Gen Z DIYers and contractors. By collaborating with influencers to create impactful video content, I successfully grew our audience across all platforms.
My most significant impact has been in e-commerce, particularly on Amazon. I spearheaded the initiative to establish a robust Amazon brand presence for Allway Tools, with the ultimate goal of maximizing the availability of our SKUs for purchase. Collaborating with Vendor Velocity, I enhanced product detail pages by incorporating videos, high-quality images, optimized text placements, and product comparison charts. The implementation of A+ Content has been instrumental in capturing shopper attention, contributing to over $2.75 million in Amazon sales between 2021 and now.
