Waking a brandborn in a fax room.
A construction database of appliance specs — searchable by size, model, and more — serving builders, architects, and DIYers since the 1990s, when it was literally a room of fax machines. It had sat essentially untouched since 2012. The product still had value; everything around it had stopped evolving.
first quarter of the rebrand
AI-maintained spec database
engagement
Dimension Express is a specification database for the construction industry — appliance specs that builders, architects, and DIYers can look up by size, model, and fit. It's been a genuinely useful utility since the 1990s, when the "database" was a room of fax machines fielding requests.
By the time I took it on, the platform had sat essentially untouched since 2012. The data was still valuable. The business built around it — the website, the brand, the offering, the messaging — belonged to another era.
Opening the hood: a website that was 90s-old, not 90s-charming. Messaging with no clear value proposition. And the deeper structural problem —
An end-to-end rebuild — the entire company-facing surface, rebuilt from the data up: naming, identity, website, offering, and the commercial engine around it.
