American Standard: digital transformation

For years, I led the digital design and development strategy for American Standard and their portfolio of brands—Jado, Porcher, Crane, Eljer, and Fiat. Managing six distinct brand identities across websites and marketing channels required both technical sophistication and design consistency at scale.

My design approach centered on three foundational principles: make navigation intuitive for both homeowners exploring style and plumbing pros hunting specs, let product and lifestyle photography take center stage, and bring to life the idea that style works—not just aesthetically, but functionally. These principles shaped every interface decision, from product discovery to presentation.

The results spoke volumes: we increased organic traffic by over 70% through strategic optimizations and social integrations, maintained first-page Google rankings for critical keywords, and earned a Webby Honoree for Architecture / Navigation. But the real transformation happened behind the scenes — we consolidated fragmented product data across all brands into a single, custom-built management tool that became the backbone of their entire digital ecosystem.