3M Bondo

The Brief

Bondo’s existing enhanced content leaned heavily into a rustic aesthetic that spoke to one type of customer — the traditional auto repair guy. The content was pigeon holing a product that is actually used by a much wider audience including DIYers, homeowners, woodworkers, and hobbyists. The brand needed content that opened the door wider without losing its credibility.

The Solution

Redesigned the enhanced content to lead with use case and education rather than aesthetic and assumption. Instead of telling people who Bondo is for, the content showed what Bondo can do depending on what you need it for. Created a clear visual hierarchy that guided shoppers through the product line based on their specific repair need, making the right product obvious and easy to find.

The Result

Transformed the enhanced content into an educational shopping experience that spoke to a broader audience without alienating its core customer. Made product discovery more intuitive, increased relevance across multiple use cases, and positioned Bondo as a versatile solution rather than a single purpose product.