Update the brand positioning and visual identity for the iconic Craftsman® brand. The brand purpose serves as the foundation for the positioning: Craftsman® fuels the fire of creation by being the source of trusted performance that enables every person's journey to “make.” It is substantiated by the brand proof points: quality, dependability, trust & innovation... the Craftsman legacy.
We believe we’re all born to create, make and shape. To build amazing, incredible things. Because this is bigger than just a hobby – it’s our birthright. It’s an urge to build something out of nothing and through innovation, trust and value, craft a legacy that endures. Bridging the gap between what Makers have and what they're capable of achieving, Craftsman® fuels the fire by making “making” happen and helping today's "Makers" focus on their passions. And not just because we want to. It's what we were made to do. So get a Craftsman tool in your hand and get out there. Because just like you, we're Made to Make.
Agency: McGarry Bowen
We believe we’re all born to create, make and shape. To build amazing, incredible things. Because this is bigger than just a hobby – it’s our birthright. It’s an urge to build something out of nothing and through innovation, trust and value, craft a legacy that endures. Bridging the gap between what Makers have and what they're capable of achieving, Craftsman® fuels the fire by making “making” happen and helping today's "Makers" focus on their passions. And not just because we want to. It's what we were made to do. So get a Craftsman tool in your hand and get out there. Because just like you, we're Made to Make.
Agency: McGarry Bowen
Identity_Logo
Digital_Online
Print_National Ad
Print_Store Signing
Print_Packaging
