Founded in 1898, Vaughan & Bushnell is the world’s leading manufacturer of hammers and striking tools for the construction industry. Though very popular among older carpenters and tradesmen, Vaughan needed a new image to appeal to a younger, more transient target audience that had yet to establish any brand loyalty. Moreover, Vaughan lacked a consistent identity throughout all the various points of customer contact: advertising, point-of-sale, packaging, collateral and promotions.
Trade print advertising targets end users and is the primary marketing vehicle for product launches. The campaign highlights an aggressive branding strategy that tested well with contractor targets.
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