Craftsman® Build On™

A rebrand and brand campaign designed to reconnect CRAFTSMAN® with a new generation of DIYers by reframing the brand around the real adventure of building.

CREATIVE STRATEGY | BRAND DEVELOPMENT | CAMPAIGN PLATFORM

I helped shape the strategic foundation for CRAFTSMAN’s rebrand and brand campaign by identifying the cultural tension at the center of modern DIY. The brand had legacy recognition, but it was losing relevance with younger audiences who saw home projects less as maintenance and more as creative self-expression. I worked to reframe CRAFTSMAN® around the emotional reality of DIY: messy, unpredictable, imperfect, and deeply rewarding. That strategic direction led to Build On™, a platform that positioned CRAFTSMAN® as the brand behind the journey, helping people push through the “messy-middle” of the DIY process and come out stronger on the other side.

The Unlock

The strategic unlock was recognizing that modern DIYers were not chasing perfection. They were chasing capability, creativity, and the satisfaction of figuring it out for themselves. CRAFTSMAN® needed to feel less like a legacy tool brand and more like a partner in that journey.

Campaign expression

Hero film, assets, rebrand system, paid, social, in-market work