CHICAGO PNEUMATIC
A Legacy's Leap Forward: A Brand Strategy & Launch Program
BOLTGROUP helped Chicago Pneumatic retool their brand strategy in a program that included retail packaging redesign, ad campaign, sales collateral design, and direct mail strategy.What We Did
Brand Strategy
Brand Architecture
Brand Naming Strategy
Visual Identity System
Experience Design Services
Color Specification
Visual Brand Guidelines
Brand Design Systems
Visual Retail Merchandising
Retail Design Service
Trade Show Booth Design
Video Production & Editing
Direct Mail Strategy
Advertising & Design
Creative Art Direction
Brand Communications Strategy
Graphic Signage Design
Packaging Design
Vehicle Fleet Graphics
Brand Coaching + Training
Brand Stewardship
Brand Production
Fabrication Coordination + Fulfillment
Awards
Challenge
With the full resources of the Atlas Copco group behind it, Chicago Pneumatic was on a mission: To bring more than a century of heritage into the new millennium and recapture their leadership position in pneumatic tools. This brand was so prominent throughout the 20th century that Norman Rockwell’s cover portrayal of Rosie the Riveter for a 1943 Saturday Evening Post included a Chicago Pneumatic riveting hammer on her lap. But that was then.
How could Chicago Pneumatic capture the attention of the market with new positioning? They needed to show the innovation, technology, and passion they had for the market through a retooled brand strategy and launch program. They turned to BOLTGROUP.
Solution
With a new vision of “first in mind, first in choice,” we set out to create a brand strategy and launch platform to introduce 20 new tools at the AAPEX show. Included was an amazing CP7750 Turbo, the world’s most powerful impact wrench. Our fully integrated program included a complete packaging redesign, ad campaign, sales collateral, direct mail, trade show exhibit, video, product demonstrations, and stunt marketing. We then took the brand on the road with tool truck transporters, brand merchandise for mechanics, and product knowledge information for retail.
Results
Through the continued use of a brand strategy featuring bold use of the red and black color palette, powerful graphics, and matter-of-fact language, the Chicago Pneumatic brand enjoys a global reach today, available worldwide. Other results include:
- Filled many order books with requests for the new tools launched
- Acquired multiple companies that manufacture hand-held pneumatic tools
- Still going strong after 120+ years