CREATIVE CONTENT: SAX OF SCHOOL SPECIALTY

23% YoY Sales Growth on Amazon Through Optimized Content

Sax of School Specialty achieved a 23% YoY increase in Amazon sales and a 15% lift in conversion rate through optimized content and strategic enhancements. On average, their Amazon Best Sellers Rank improved 48% YoY, boosting visibility and discoverability across key product listings.

THE DETAILS

SCOPE OF WORK

1 Brand
3 Retailers
600+ Copy Listings
800+ Marketing Tiles
38+ EBC

HINGE SERVICES

Art Direction
Listing Copy
Marketing Tiles
Enhanced Brand Content (EBC)
Storefront

RETAILERS

D2C
Amazon
Target

“As we shifted toward a more digital-first strategy, Hinge Commerce proved invaluable in helping School Specialty translate our art-focused Sax catalog into a compelling eCommerce presence. Their thoughtful approach captured both our brand’s creativity and the practical needs of educators. Every detail reflected our mission to spark learning through art.

The Challenge

Sax has long been a trusted resource for art educators, offering a curated selection of products tested and approved by artists and teachers alike. However, transitioning from a primarily catalog-based model to an eCommerce-first approach required a major content transformation. School Specialty needed a consistent brand presence for Sax across digital platforms, while still celebrating the creativity and educational purpose behind each item.

With hundreds of SKUs spanning paints, paper, and more, School Specialty faced the challenge of building updated imagery with clear, SEO-driven product listings that honored their Sax brand while standing out in competitive marketplaces. Imagery and messaging had to capture both the technical and inspirational aspects of their products, tailored for art educators and creators of all experience levels.

Our Approach

Research + Development
  • Analyzed Sax’s existing catalog and brand assets, reviewing how art supplies were positioned online across their website, Amazon, and Target
  • Collaborated with School Specialty and developed a creative and content strategy that balanced Sax’s established reputation with modern eCommerce best practices
  • Benchmarked against key competitors in the art supply and education categories to identify opportunities for improved positioning and discoverability
Creation + Implementation
  • Art-directed product photography with a focus on clean, true-to-life imagery that highlights color, quality, and product use in classroom and studio settings
  • Designed cohesive marketing tiles that reflect Sax’s educational focus while showcasing product variety and quality
  • Crafted engaging, platform-compliant enhanced content to deepen shopper trust and deliver helpful, easy-to-read product information
  • Translated Sax’s brand voice into digital-friendly listing copy, ensuring both clarity and search optimization

Behind-the-Scenes

Hinge Commerce worked closely with School Specialty’s team to bring the Sax educator-driven vision to life. Through collaborative art direction and content development, we ensured that new photography captured the details educators care about, including color vibrancy, material quality, and usability in real-world settings. This partnership helped preserve Sax’s brand legacy while making their products more accessible and shoppable for online customers.

Our Solution

The Copy

Sax’s product catalog was rich with information, but not yet optimized for top eCommerce platforms. Hinge Commerce helped transform that catalog into platform-specific listings by integrating SEO best practices, clear feature-benefit language, and authentic brand storytelling. Each product description was crafted to highlight how Sax products inspire creativity while meeting the practical needs of classrooms and studios alike.

The Marketing Tiles

Our design team blended Sax’s established brand identity with modern, easy-to-scan visuals that communicate product quality and use. Each tile was designed to showcase real product attributes. All while maintaining consistency across platforms. The result: a refreshed visual library that gives online shoppers a clear, confident look at what Sax offers.
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Enhanced Brand Content (EBC)

To further engage shoppers, we developed Amazon EBC content featuring curated imagery and quick-reference product information. Focused on usability and creativity, this content provides educators and buyers with instant answers about product features, helping them shop with ease and confidence.
← View the Full EBC Page

The Storefront

Hinge Commerce also created a custom Amazon storefront for Sax of School Specialty, presenting their full portfolio in an organized, artful layout. The storefront prioritizes easy navigation while reflecting Sax’s educational mission and creative spirit, encouraging deeper brand engagement and smoother purchasing journeys.
View the Full Brand Store Homepage →

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