I was the sole internal creative, involved from start to finish, on the complete rebranding of the company from strategy through implementation. The internal development team was comprised of nearly 10 marketing communications professionals. We partnered with Sterling Brands, a New York based branding agency.
Our goals were to:
1. Build the brand through consistency
2. Drive key brand equities
3. Maximize impact and shoppability to drive sales
4. Improve brand control with partners and vendors
5. Better leverage marketing spend
The image below is a sample of Black & Decker's artwork prior to the rebranding initiative. Over 128 fonts were in use globally and there was a lack of brand consistency.
Together we created:
