Project Description

Klein Tools brand is the #1 preferred hand tool in the electrical industry, as well as one of the leading brands used in the maintenance, construction, and industrial trades. As a privately held and family run firm with a long heritage, the company prides itself on producing the highest quality tools, and on its commitment to American manufacturing.


The 150-year old brand already enjoyed a high level of brand awareness and a healthy market share within its target market. However, as the company prepared for global expansion and began entering new distribution channels, they recognized the need establish a more cohesive and defined brand identity in order to drive brand consistency.

What We Did

After completing a competitive audit and a business opportunity assessment, we worked to develop a strong brand identity that was a fit with not only the legacy and heritage aspects of a family run company, but also fit the high quality nature of their products and company’s commitment to innovation.

With the brand identity firmly in place, we used it as a framework to refine their visual identity and logo, as well as created some new brand visuals. After assessing the company’s current communications, we worked to hone in on the most effective communication pillars and then created a messaging and copywriting platform for both internal and external use. Lastly, we created a set of brand guidelines to help drive brand consistency throughout their business expansion efforts.

Later, after the company had acquired another brand from Europe, Brand Verbalist also helped the firm by providing a brand architecture recommendation for how to best integrate the new brand into the Klein family.

Project Elements

  • Competitive audit & opportunity assessment
  • Brand strategy
  • Brand architecture
  • Brand character & tone of voice
  • Brand messaging & copywriting
  • Visual board
  • Refinement of visual assets
  • Development of brand guidelines