Project Description

Huskie Tools

The Situation

For over 40 years, Huskie Tools has provided the utility industry with rugged and reliable hydraulic cutting and compression tools. Their battery-­operated line is among the most accurate, efficient & sophisticated on the market. Good enough, right? Well not so much, the wolves were at the door, market share was shrinking, it was time to add market-changing products. Their answer, launch their new Series 7 line of Hydraulic Cutting & Compression tools which needed a new brand design and positioning as well as updates to the Huskie Tools brand. Simple, right?

The Challenge

They needed a logo, their new tools to be re-­branded, the development of a brand identity that supported their new messaging to the utility professional and a slew of other marketing materials. So, refresh the brand mark, photograph the entire line of tools, brand the tool images, place them into multiple banners and assorted trade show materials, and create drop dead gorgeous collateral materials to be distributed at the show. And do all this within 60 days!!! Oh did I mention they didn’t have the tools on hand or even manufactured yet? So all photography had to be manipulated to simulate products that hadn’t yet arrived in the U.S.

Our Solution

We strategized, we pondered, we even wondered, and we created a strong, clean, bold, modern, industrial brand mark and brand structure that appealed to their rugged professional consumer base. We also carried it through all content and design executions: trade show brochures, individual product brochures, catalogs, web updates and email journey marketing. It was impressive, it was everywhere. And the consumer loved it.

The Results

Trade show attendance was up. Focus groups loved the products. The utility industry ultimately loved the products as well! We did our job, they looked like a million dollars to the entire utility industry and their competitors -­ of which there are many -­ like Greenly and Milwaukee Tool. The wolves were kept at bay!

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