Collaborating with the Sears design staff, Sundberg-Ferar helped develop and prototype a distinctive, all-new Visual Brand Language for both the Kenmore and Kenmore Elite lines of major appliances. This effort included the development of new graphics and signature brand details to address the refrigeration, cooking, and dishwasher categories for Sears. Kenmore, as a private label, sources its products from a variety of manufacturers. S-F established style guidelines and engineering data to help ensure that the global Kenmore brand experience was consistent no matter where the product had been sourced.