THE CHALLENGE
Driven by a commitment to restore its bite and unleash its unmatched power, LENOX embarked on a brand revitalization journey. Founded in 1915 as a manufacturer of hack saw blades, the brand's century-old legacy, rooted in Lennox, Scotland, draws inspiration from the wolf's sharp and powerful teeth, revered by local farmers in the region.
The challenge of this brand overhaul was clear: to reaffirm LENOX as the undisputed leader in cutting products globally. With relentless dedication to quality and innovation, LENOX strives to set the standard for excellence in the industry, delivering cutting products that surpass all others.
BRAND MANIFESTO
MANIFESTO CUT DOWN: PACK LEADER
MANIFESTO CUT DOWN: UNLEASH
In addition to producing a comprehensive series of brand messaging videos, the team seized the opportunity to develop targeted marketing materials for specific hero and new product introductions across various categories, including linear edge and abrasives.
PRODUCT: RECIPROCATING SAW DEMO BLADE
PRODUCT: HOLE SAW METAL BLADE
PRODUCT: HOLE SAW WOOD BLADE
PRODUCT: GRINDER CUT OFF WHEEL
Before production commenced, the brand stories were fully storyboarded to secure approval from all stakeholders involved in the project. This step was crucial in obtaining the green light from skeptical parties regarding the inclusion of wolves in the video execution. Specifically, the project would not have been feasible without a series of fully developed storyboards for the legal department to review and approve. The footage of the wolves was captured at a wolf sanctuary in New England.
As part of the extensive rebranding effort, a case study was created based on a series of interviews with individuals involved with the LENOX brand across the Stanley Black & Decker organization.
The photography assets were utilized to create a diverse array of advertisements tailored for various outlets. These assets served as the visual cornerstone for crafting compelling ad campaigns across social media platforms, resonating with target audiences on each channel. This approach ensured consistency in messaging while optimizing content for the unique characteristics of each platform. From carousel ads showcasing multiple product offerings to visually engaging single-image ads, the photography assets played a crucial role in creating impactful advertisements that effectively communicated the essence of the rebrand.