SKILSAW is a classic American brand that had been focused too much on the weekend DIY warrior and as a result was missing out on market share with trade professionals.

Our team was tasked with a rebrand of SKILSAW to shift this focus and appeal to the American trade professional. To do this, we gained a deep understanding of SKILSAW customers through intensive research across the North American marketplace, observing Trade Pros, retail distributors, industrial distributors, and large construction purchasers.
my role
Brand identity design, Brand strategy, Web design, Concepting, Ethnographic research, Facilitation
A redesigned, award-winning brand identity and entirely new experience ecosystem. Following the release of the new brand and packaging on store shelves, Skilsaw sales saw an increase of 22%. This success led to an acquisition that enabled SKILSAW to expand its footprint even further into the professional powertools market.
To understand their unmet needs and see what resonated, our team collaborated and co-created with trade professionals “on the job”.  In a session shown below, we observed which logo designs trade professionals were proud to place on their hard hats.
Through a human-centered research and design process, our team uncovered a brand positioning for SKILSAW that spoke to trade professionals as well as the legacy of the brand— Stay True™.
A new website experience was created to introduce the new brand and showcase Skilsaw's professional saw lineup.