Stanley Black & Decker

Working together to build and grow

Stanley Black & Decker is a manufacturer of tools, locks, storage and hardware and a provider of security and healthcare solutions. The company was formed by the merger of The Stanley Works and Black & Decker.


Develop a global brand name and identity that leverages the strengths of two iconic brands as they merged

Complete the branding program and support the launch of the new identity worldwide within 12 weeks


Developed an emotional and compelling brand positioning statement though extensive executive, partner and customer interviews, a competitive audit and analysis of media/analyst opinions

Identified brand attributes and a brand essence that functioned as an internal and external rallying cry

Created a bold new logo and visual system that built appropriately on the equities of two great organizations, but also signaled a change at the corporate level and communicated the new vision of the company

Designed and produced key communications and launch materials to be used worldwide on Day One and over the subsequent months to communicate to key audiences the “who, what, why and how” of the new corporate brand

Designed a microsite to communicate the new brand to employees at the time of launch

Created online guidelines with downloadable templates for ease of implementation and ongoing brand alignment