Powerbuilt Tools
Branding / Print / Web / Illustration / Photography
The Client & Solution
Since 1979, Powerbuilt Tools offers tools and equipment specifically catered to automotive professionals and enthusiasts. With only a logo designed in-house, I went ahead and crafted an identity system that conveys an industrial Americana aesthetic and story. To further play on automotive themes, I drew from mid-century gas stations and mechanic shops to create a system of styling standards and graphic deliverables.
From Logo to Brand - Being Bold
Though Powerbuilt is an established brand in the automobile industry, there wasn’t much brand development nor “face” for the company. Using the momentum of the newly developed logo, I established branding standards for our packaging, our newly made e-commerce website and visual direction to create consistency in all mediums. Using Powerbuilt’s brightly colored red with big bold type and icons allowed the packaging to stand out in a retail space amongst it’s competitors.
All About the Craft
Powerbuilt’s main focus is the DIY spirit of it’s buyers and the idea that everything you craft, fix or modify with your two hands is special. The experience of using a tool and getting “down and dirty” is sacred. That blue-collar attitude is what brought me back to industrial Americana typography and visuals. It’s all about the craft.
Alex Laughlin Debuts Powerbuilt NHRA Pro Stock Car
In early 2020, I helped participate in the brand direction and creation of the Alex Laughlin pro stock wrap graphic for his debut NHRA Winternationals. Working with both Alex’s team and Powerbuilt’s internal marketing team, I juggled keeping both the brand integrity and maintaining other sponsor logos’ design standards and spacing.
Emails are an Experience
One of Powerbuilt’s core ideas is “tools worth sharing”. When customers sign up for the Powerbuilt newsletter, they not only get a discount but an automatic system gives them emails regarding notable blogs, educational how-to’s as well as tips for anybody working with their hands. Keep in mind they are all reasonably spaced so it doesn’t become literal spam for a single user!