Mechanix wear

During my time at Mechanix Wear, the brand was going through some identity challenges, both internally and front facing. The company, now 30 years old, had just unexpectedly lost its visionary founder, Jim Hale and many of the original people who had envisioned the brand were no longer there. There were many new hires who didn't get a chance to learn about the the brand's rich history and commitment to people working with their hands. The company story was fertile fuel to develop a fresh brand voice and messaging. I was fortunate to work with the exceptional talents of writer, Joe Hagel and a small team from Sid Lee, Montreal, led by Jean-Francois Dumais. We developed a fresh new voice for the brand to rally behind. We created a video and the Mechanix Tool Book that documented the brand’s history and purpose. It’s bound in a metal binder to reflect something found on a jobsite. The video and book introduce the new tone of voice through telling the story of the brand and it’s founders. It also was the tool that debuted the new tagline; Hand Built Trust.