CHALLENGE
FLEX Power Tools, an over 100 yr old European brand, was re-tooled and released through an exclusive retail partnership with Lowe’s hardware stores. Targeting the professional trades and geared to take on the pros’ #1 brand, Milwaukee Tool. FLEX tools feature powerful state-of-the-art, lithium-ion batteries and the fastest chargers in the industry.

SOLUTION 
As sole creative for the FLEX brand, I oversaw and executed creative for packaging, merchandising, marketing collateral, POP, icons and e-commerce layouts and assets. Serving as brand steward I collaborated with internal branding and marketing teams while managing outsourced creative from contracted agencies and freelance designers.

In its initial first quarter in 2021, the brand’s online sales alone grossed nearly $29M. Far exceeding projected expectations.

In 2021 a multi-year partnership with the Los Angeles Football Club (LAFC) was announced. The FLEX Brand served as the Club’s “Official Jersey Sponsor” and was featured branding included all Club, Community and specialty jerseys.