Total Tools

I like working on hardware brands. I’ve worked on Mitre 10, Bunnings, Home Timber & Hardware and Total Tools.

Here’s some work I did for Total Tools, starting with a cheeky swearing campaign. I’ve always wanted to do a swear in a campaign. This was my chance.

It started with a brief you see a lot – how do we make a price beat guarantee entertaining?

This is how.

First, the radio ad. It’s very loud and sweary!


The next piece of work from Total Tools was to create this welding brand from scratch. It started as a company naming brief and turned into a branding design and tone of voice project. It was for a trade and DIY audience, and everything had to point to serious quality. You can read the case study here.


Other work for I did for Total Tools was an audit and overhaul of their brand’s tone of voice on social platforms. A long involved project, the agency advice was, in a nutshell,   to have raise the needle on the fun dial and make sure every post was branded. They have kept to this ethos ever since.

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