A bold refresh for a tool brand ready to turn heads.

I reimagined the brand from the ground up—moving it from tired blues into a fresh, eye-catching world designed to attract a new generation of DIYers. Led by a new TV campaign, the new look is now rolling out across the entire business. 

From concept to crafted visuals, everything was shaped and designed by me to make the brand impossible to ignore.

Creative, Art Direction, Design, Typography, Guidelines