The Tool Shop Group is an independent hardware retailer based in Central London and is one of the only independent tool and hardware suppliers in the city. We have worked with them for over 10 years and have guided them through two rebrands.

In 2010, we helped position them as a professional long-standing high street tool supplier, and in 2017 we worked with them on the realignment of the Tool Shop brand following the expansion of their business and the opening of more shops across London.

In order that we could build Tool Shop’s unique identity and position within the increasingly fragile and highly competitive retail sector, we first developed a comprehensive company brand book. This allows for a more strategic approach to their business planning and onward marketing. Their value proposition is all about ‘customer care’, so it was vital that we were able to demonstrate this narrative throughout their offering.

We also worked with the Board at the Tool Shop Group to take their existing offline offering into the digital age. We did this by developing consumer-facing content including videos promoting the tools on-sale, and consumer guides from experts in a number of related trades. Add to this, a newly redesigned website which made it easier for consumers to engage before purchasing.

The Brand Elect Effect...

• • Development of new brand positioning to complement expansion
• • The new branding raised their company profile
• • Redesign of website to increase usability and navigation
• • Long-standing client relationship and business strategy