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The assignment was to rebrand the third largest tool retailer in the entire country (behind Home Depot and Lowes) from a generic cataloger to a retail destination for alpha males who buy hydraulics off the shelf and don't require any help from lesser men wearing aprons offering to answer any questions they don't have in the first place.
The creative solution was to tap into blue-collar humor in order to arrive at jokes the client's base of 98% male customers embrace as their way of life and can laugh at themselves about.
The signage campaign hangs on the walls of every Northern Tool + Equipment store location and corporate headquarters, which has helped double sales since they first launched. The signage was also made into sets of for-sale mini-posters (a dozen in all) which all quickly sold out.