Office binders are the perfect example of a commodity product. People didn’t care if they had a Wilson Jones® binder by ACCO, or another binder by any other brand.

We rearchitected and rebuilt an online tool that let consumers turn their Wilson Jones binder into a canvas for personal expression. The tool offered a variety of ways to customize and decorate binders, which became both a point of differentiation and a product attribute. The free customization application was marketed inside Wilson Jones products at participating retailers, letting consumers know they could now create binders that were uniquely and unmistakably their own. We also developed a re-launch strategy that leveraged a variety of online mediums to drive knowledge of the newly designed tool.