Collaborated with the project team to develop a Visual Brand Language (VBL) guidebook for Craftsman, reinforcing the brand’s heritage of durability, precision, and reliability. Focused on defining determined, tool-like design elements that resonate with both consumers and professional end users, ensuring a cohesive and recognizable product aesthetic across the lineup.

By aligning form, materials, and detailing with Craftsman’s core values, the guidebook serves as a strategic foundation for future product development—strengthening brand identity, enhancing user connection, and driving market differentiation.