Total Tool

  • Brand Identity
  • Digital
  • Print

For commercial builders, efficient site management is critical to success. Total Tool was created to support that success, supplying commercial builders with a deep inventory of tools and safety supplies along with a breadth of services that includes repair, rental, rigging and training. Established almost 40 years ago, the company has continually strived to provide custom solutions paired with expert, industry-leading customer service. Unmatched dedication has made Total Tool a trusted partner within the industry.

The new identity draws on elements of old, but is redesigned in a fresh, simplified form. The brand’s voice is strengthened with bold typography while the whole system is unified with a consistently applied visual brand language.

A Values-Based Brand

Valuing character and integrity as much as knowledge and expertise, Total Tool continually strives to exceed expectations. On-going training that supports longstanding values is integral to sustaining a culture of high standards. Strongly branded iconography supports both company values and core competencies.

Total Tool | Cue
Total Tool | Cue

A Hardworking Tool

The company’s website was underleveraged in the past, but the new site invigorates the brand’s online presence. Inspired by a distinct identity and emboldened by a strong, authentic voice, realigns and strengthens content, promotes the company’s leadership credentials, and adds new functionality designed to grow over time.

Total Tool | Cue
Total Tool | Cue

Exceeding Expectations

A brand book serves both internal and external audiences, explaining the breadth of tools and services offered, promoting the company’s mission, and reminding employees and partners of its commitment to exceed expectations. Additional applications embrace the brand’s new expression, and will continue to support the brand’s consistency as it grows.

Total Tool | Cue
Total Tool | Cue

“Cue, a true partner in every sense of the word. An agency sensitive to the personal nature of working with a family business, while being unafraid to challenge us. Cue dove deep to truly understand how we function as a corporation and a close-knit group. Their business acumen, strategic insights, planning structure and bar-raising design resulted in a brand that wholly supports our existing needs while fully preparing us for the future.”

– Jonathan Parke, VP of Marketing