Stanley Black & Decker bought the CRAFTSMAN brand from Sears in 2017. In the 80’s, Sears had sent all of their manufacturing overseas and quality suffered as a result. Once an American icon, the brand had deteriorated to the point of ridicule. My team was tasked with relaunching and revitalizing the brand. Not an easy task.

We relaunched with the tagline, “We Build Pride,” focusing on the emotional side of doing and making. Over the course of two years, with a big launch event and a steady stream of quality social content and messaging campaigns, CRAFTSMAN has risen from the ashes.

Here is a selection of my favorite pieces we made during my time leading the CRAFTSMAN creative team. Most of this was produced in house.