a household name, speaking to a new generation
A household name that needed to speak to a new generation. We paired a brand refresh with AI-generated video built around durability and craft.
meet Black+Decker
They modernised the brand without spending the trust it already had. That was the hard part.
brand lead @Black+Decker
the challenge
The challenge was to reach a buyer who researches on a phone and decides in seconds, without spending the trust the brand has built over decades.
Durability is the whole story. The work had to modernise how that story is told, not what the brand claims to be.
the strategy
We refreshed the brand system: typography, layout and colour tuned for small screens first, where most discovery now happens.
Guidelines were written to be usable by the people producing daily content, not only by designers. A system only works if it survives contact with volume.
our solution
We built AI-generated video campaigns around product durability, producing variants fast enough to test creative properly instead of betting everything on one hero film.
AlphaScope II
Each cut was built to earn attention in the first two seconds, because that is where the spend is won or lost.
AlphaSmart DuoLap Insufflator
Assets shipped as a kit rather than a campaign, so the team could keep producing on-brand work after we left.
Performance fed back into the next round, so the creative sharpened with each cycle instead of resetting every quarter.
