Douglas Windeler

Douglas is a product designer and engineer who launched the Windeler Tool Stak in 2020.

Tell us a bit about your company Having worked in Dyson’s R&D department for many years, I decided to launch a product of my own in 2020. After a very successful crowdfunding campaign I took the decision to follow my dream and work on my start-up business full time. The Windeler Tool Stak is a family of titanium, modular tools and knives that snap together in any combination using powerful magnets. This allows customers to choose a set of tools specific to their needs and carry only those.

Why did you decide to use a professional photographer? Because of the high tolerance, precise nature of the product it was important to show it in its best light and it was obvious to me that good photography was key to this. The Windeler system is a new concept so I thought it was important to have visual clarity when introducing it. I wanted to tell the product story visually both on our website and socials. It is also important to use good imagery for paid ads in order to promote and grow the business.

What was it like working with Article? Working with Article was fantastic. We had a rough brief and visual style we were aiming for but Lenny really helped define how the images should be set up and gave us really good creative input. This meant the whole set of photos was much more visually engaging than my initial early ideas. The quality of imagery that Lenny creates is incredible and his creativity, flexibility and studio setup was perfect for us. Having the ability to sit in the studio and work while Lenny shot photos and discuss changes on the go was so beneficial to the process. We have had so many compliments on our images and style and our general audience engagement has been incredible.