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GB's product line had grown without any clear identity.
We unified the product line under a new brand umbrella: Sperry Tools.
Safety drove the design - grip areas and graphics clearly indicate proper use.
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Gardner Bender Electrician Tools
With the acquisition of A.W. Sperry, Gardner Bender realized it was time to develop a new, unified line of high-end electrical tools. CHOi stepped in with a branding strategy that featured a new aesthetic for the entire catalog of Sperry products. The first priority of each product design was safety, which meant that explorations of function and ergonomics guided our decisions. The completed line features a focused and rugged identity that clearly communicates to customers that they’re holding a Sperry product.
