Enhancing The Face of IRWIN

The Challenge 

To drive product awareness and develop a brand identity that reflects the quality of the product range

The Solution

A long-standing strategic partnership which has laid the foundations for sales success

Overview

IRWIN is one of the world’s leading manufacturers and distributors of industrial hand tools and power tool accessories. And for more than 20 years, JWI has worked with IRWIN to evolve its brand and ensure that it stays at the cutting edge of the industry.

Insight

IRWIN’s overhaul of its visual assets was driven by a change in their brand positioning - to present a more modern and realistic reputation of construction workers in the UK. We conducted a deep-dive into the industry, pulling out insights and building up a picture of who the target demographics were, and how best to resonate with them. 

Strategy and Approach

As part of the overarching brand development process, JWI modernised IRWIN’s approach to photography and established a consistent style that would appeal to the target audience and support the growth of its presence across Europe, Australia and New Zealand. JWI also developed photography guidelines on tone, composition and audience profiles, with post-effect guidelines for product, background, packaging, brand, and lifestyle photography. This was complemented by a two-day photoshoot to capture IRWIN’s range of products in real-life trade environments.

JWI also led the marketing campaign for the launch of IRWIN’s new Xpert Handsaw range. We drew creative inspiration for the campaign from the range’s unique selling point - a tooth configuration that cuts 30% faster than any other competitor saw. The campaign also included a bespoke identity specifically for the premium range, to establish it as a cut above the rest of the market.


About JWI

JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire. 

We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.



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JWI x Irwin: Enhancing The Face of The Brand.

IRWIN is one of the world’s leading manufacturers and distributors of industrial hand tools and power tool accessories. And for more than 20 years, JWI has worked with IRWIN to evolve its brand and ensure that it stays at the cutting edge of the industry.

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JWI Global

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