For commercial builders, efficient site management is critical to success. Total Tool was created to support that success, supplying commercial builders with a deep inventory of tools and safety supplies along with a breadth of services that includes repair, rental, rigging and training. Established almost 40 years ago, the company has continually strived to provide custom solutions paired with expert, industry-leading customer service. Unmatched dedication has made Total Tool a trusted partner within the industry. The brand, however, did not represent the professionalism of the company, nor did it give the company credit for the quality of service it provides. Cue was approached to give the brand a new identity and expression, one that would stand strong among industry peers and reflect the brand’s positioning: Exceeding Expectations.

The new identity is redesigned to express strength, incorporating a confident, no-nonsense brand voice. The expression is strengthened with bold typography, and the whole system is unified with a simple color palette, strong imagery and iconography to reflect the brand’s values and competencies.The system was expressed in sales materials, website and other materials, creating a strong, unified brand true to the company and authentic within the industry it serves.

Total Tool now confidently presents itself as a competent, professional and trusted partner within the industry. The response to the refreshed brand has been positive, not only signaling a high standard of expectation in the industry, but also challenging the culture within the organization to live up to, and exceed, expectation.