Since 1955, Panduit has been a leader in infrastructure products and services for data networks and electrical power applications. Its wide range of products help clients create connectivity solutions that increase productivity and adaptability. Its business model was forged on IRL sales reps and client relationships built over decades.

By 2015, however, Panduit found that its lunch was being eaten by more agile, adaptable, and, notably, cheaper online competitors. My client, Accenture, analyzed the business and built a flexible information architecture, enabling a robust, easily searchable product portfolio.

I teamed up with a UX designer to create an ecommerce website to house that portfolio. We saw an opportunity to leverage Panduit’s long history as an industry leader into something new. We elevated Panduit to a “technology brand” — positioning it as the “Apple” of the network infrastructure supply business.

At the end of the day, Panduit sells humble products like LAN cables and zip ties. For Panduit’s clients, these humble products are the building blocks of vast and complex network infrastructures, and we sought to elevate those products and the engineers who use them — giving both a greater degree of respect than they traditionally received from suppliers. We made the products into heroic visuals, and set Panduit apart as a technology leader.