To get the proper recognition for its diversity and global growth, Stanley needed to move beyond the common perception that it is a brand just for hand tools. Therefore, Lippincott’s primary challenge was to preserve Stanley’s strong heritage as a reliable, high-quality, and trusted product manufacturer, while elevating the brand into the ranks of the world’s leading multi-industrial companies.
Lippincott’s strategy and design teams worked closely with Stanley leadership to decide the best direction for the brand. Conversations with Stanley employees and customers around the world reinforced our belief that the brand positioning and its subsequent visual identity must signal the evolution of an agile, unified brand whose business units were connected by a single concept. This cohesion was achieved with “Performance in action,” the new brand essence that focuses on the excellence that is inherent in every Stanley product, employee, and business. This vital new direction was communicated through the new positioning, tagline, brand architecture, and comprehensive messaging guidelines.