2024

For DEWALT, the challenge was never brand recognition: the name appears on just about every commercial jobsite. Instead, we were building deeper connections between brand and base.

Our team went right to active jobsites and captured photos of pros in their element, documentary-style—a move that proved DEWALT and its users were, quite literally, on common ground. Match that with language about what makes a leader, and you’ve got yourself a pretty solid (and straight-up pretty) brand equity campaign.*

*I know what you’re thinking: when it comes to writing about very efficient, very specialized power tools, no one could possibly be more qualified than a creative who’s never owned a home and gets a little tired bringing her Trader Joe’s haul up the stairs to her apartment. But as it turns out, I contain multitudes.