We were invited to join the RFP process for Ingersoll Rand's Tool Division. They needed a rebrand that elevated them to the top of the conversation and help make them the preferred tools in shops across America, especially with their main competitors sending trucks around every week. What we found was that, amongst the senior folks in the garage, IR tools were known to work as hard as the people that use them and gave the mechanics more uptime vs competitors that break more often (why the truck came by every week with replacements).
So to reflect that, I developed a greasy, gritty and hard-working visual style that fit inside of their existing brand guidelines, as well as my first real foray into copywriting with the new tagline, "Real Tools for Real Work".
So to reflect that, I developed a greasy, gritty and hard-working visual style that fit inside of their existing brand guidelines, as well as my first real foray into copywriting with the new tagline, "Real Tools for Real Work".
Results? Pitch won (they said it wasn't close), and new business onboarded that developed beyond the original scope.
(Copyriter: Matteson Fields)