Challenge Wright Tool Company was looking for a way to rebrand itself – in other words, to update its image. Founded in 1927, the hand tool manufacturer wanted to upgrade its position in the heavy-duty tool marketplace. At the same time, Wright was looking to increase its appeal to special niche markets such as power, mining, oil/gas and construction. Solution Sonnhalter developed a cool new identity for Wright that included a new logo and an alliterative tagline, “Perfecting Performance TM .” (Say that quickly three times.) In addition, we redesigned and modernized the company’s marketing materials – everything from the catalog, packaging and sell sheets to electronic and social media. In short, we helped a company founded more than 80 years ago and brought

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