Stanley / Black+Decker

Logo and identity redesigns for two iconic American hand tool brands, Stanley and Black+Decker, with over a century of combined heritage between them.

The challenge was to evolve without erasing. Both brands carried significant equity in their existing marks and deep associations in the minds of people who had used these tools their entire lives. We elevated core equity elements carefully, developed evolved brand stories, wrote new taglines, and simplified the graphic expressions, repositioning both as "around the home" brands for everyone, on par with Volkswagen, IKEA, or Uniqlo. Broader value proposition without losing fundamental brand belief.

The result gave two legacy brands the clarity and confidence to compete in a changing retail landscape while honoring the trust generations of customers had already placed in them.