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.

As part of the team at IA Collaborative, we embarked on a rebrand of SKILSAW to shift this focus and appeal to the American trade professional. To do this, we gained a deep understanding of the emotional and functional needs of SKILSAW customers through intensive research across the North American marketplace, observing Trade Pros, retail distributors, industrial distributors, and large construction purchasers.
Logo system
Brand identity
E-commerce website
User journeys
Project created with the team at IA Collaborative.