Creative Counsel   Branding • Content Creation • Digital Marketing   Matter More™

Typically, when a customer is acquired through private equity, the professional services teams around them are eventually excused. Craftmaster, on the other hand, invited us in to better understand what we were doing. They were so impressed by our industry knowledge and our strategically focused work; they decided to renew and extend our program.

Well executed brands result in a story that resonates across multiple markets

Craftmaster Hardware was a family owned business in the 1940’s that began as a stamped metal products retailer in NYC. In the 1950’s their success in key blanks shifted their model to locksmith supplies. This grew over time to become a security hardware and technology company with sales/support teams providing customers across multiple markets with decades of expertise. The sheer number of parts and pieces from hundreds of manufacturers made Craftmaster sales support liaisons invaluable to their customers.

Our creative agency went to work on the Craftmaster brand to establish a solid foundation and directional path for supporting more effective and benefit-driven content and campaigns. Running strategic learning initiatives with their leadership team, sales team, customers, and manufacturing partners, a new value proposition and complete Craftmaster brand was created. 

Today, the Craftmaster name is synonymous with highly knowledgeable experts solving their customer’s security hardware challenges — Solution Secured — across the detention, education, healthcare, and facilities management industries.

Regardless of the industries you serve, the same strategic processes and creative methodology can help you uncover and create a brand that is highly engaging to future opportunities and more valued by existing customers. Call Creative Counsel at 609-575-1415.