Roles: Art Direction, Design, Illustration
Services: BRAnd Identity, LOGO Design, ICON DESIGN, Illustration, Print Collateral, ENVIRONMENTAL DESIGN, Package Design
Imperial Blades is a leading manufacturer of oscillating tool accessories based in Sun Prairie, Wisconsin. The company started in 2009 when employees of Imperial Flooring found a more economical way to produce the saw blades they burned through on a daily basis. The blades quickly became popular due to their durability, price, and American origin.
I was solely responsible for designing the identity system, icons, product design, packaging, technical illustrations, and environmental graphics. Imperial Blades was acquired by TTI Group in 2018, joining the family of brands that includes Milwaukee Tools, Ryobi, Hoover, and AEG. The core identity and auxiliary brand assets remain largely unchanged.
objective The client originally requested a simple redraw of the old crown logo tied to the Imperial Flooring business. The mark was a generic ’50s-era illustration and wouldn't attract fickle tool consumers. More importantly, the logo needed to reflect the technology and craft of the product.
SOLUTION The redrawn crown was presented along with another concept: the sleek IB monogram. The client loved the alternate solution and shared my vision for the company's branding.