This Visual Brand Language Guide was part of a rebranding and product development effort my team and at Priority Designs did for Proto Tools (a $145M division of Stanley, Black & Decker). The project included customer experience research, brand strategy and the development of several new lines of products and brand touch points. The global brand repositioning of Proto resulted in driving design consistency and product innovation across more than 10,000 items.
We developed a new brand position and messaging focused on safety based on insights gained from voice-of-customer research. Then we created a VBL guide book documenting the narrative with guidance and examples of how to communicate the narrative across all brand touch points. This included design of a new corporate identity, color palette, signature visual elements, textures, typography and icons.
Other brand touch points designed included products, merchandising, vehicles, uniforms, exhibits, and events.
