The “Kobalt Brand Beacon” acted as a billboard to promote Kobalt’s brand of power tools shelved in the bay below. With the increased size of messaging space from four to twelve feet and a larger number of stores available to implement the signage, the time was right for a bold, new look. 

Challenge 

A new “concise, inspiring, powerful & engaging” look was desired to promote the 24v max battery promotion, the biggest disruptor in the power tools category. Remaining space was reserved for compelling visuals and messsaging that could be used on packaging.

Following a recent push to augment Kobalt signage with a supporting color palette and disruptive angles, these new elements were strategically used to highlight messaging and isolate the “50% More” claim. New, energetic, in-use imagery was introduced to excite, inspire and reinforce the dynamic messaging. 

Creative Manager: Liz Doten

Brand Manager: Kimber Biniak Jones

Agency: Schawk! 

Client: Lowe’s