Challenge

Crescent is a premier hand tool brand from Apex Tool Group, one of the largest hand tool manufacturers in the world. They are known for consistently delivering products that exceed customer expectations for quality, durability, performance, and value. They have expanded their brand family with the addition of Lufkin, Wiss, Nicholson, H.K. Porter and JOBOX.

Apex Tool Group approached us to develop a stronger brand story that captures and articulates their brand essence and brings forward more of the emotional connection between Crescent tools and their customers.

Solution

The only way to fully understand the relationship between Crescent tools and their customers, we immersed ourselves in the tradesman world and visited their different sites to experience firsthand their engagement and relationship with Crescent tools. Our findings showed that the tool and the tradesman go hand in hand. The tool is an extension of the tradesman.

Rooted in the idea, “Take Hold,” Crescent is more than just a tool but a way of life. Tradesmen grab a challenge with both hands and take it on with grit, ingenuity, character, and with meticulous standards. Our strategy was to create an impactful and authentic lifestyle campaign that captures the journey and passionate bond between Crescent tools and tradesmen.