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A UNIFIED LEGACY

The Reinvention of Crescent Tools
OBJECTIVE
To unify five legacy tool brands—Wiss, Lufkin, H.K. Porter, Nicholson, and Crescent—under a cohesive master brand, reinforcing Crescent Tools as an industry leader in professional-grade tools. 
TARGET AUDIENCE
Professional tradespeople, contractors, and industrial workers who rely on durable, high-performance tools for precision work.
SCOPE

Brand strategy, brand fundamentals and positioning, visual identity, packaging, sales collateral, digital design, content design, marketing and trade shows.

How Fisher Design United Crescent Tools for the Tradesmen

With a combined 732-year legacy, five legendary tool brands—Wiss, Lufkin, H.K. Porter, Nicholson, and Crescent—needed a unified identity to reinforce their market leadership. Over time, these brands had operated independently, diluting their collective impact and creating inconsistencies in branding and positioning. To establish a cohesive master brand, they turned to Fisher Design to develop a strategy that would honor their craftsmanship while modernizing their presence for the future. Through an in-depth analysis of the market and competitive landscape, we identified the opportunity to bring these brands together under a single, stronger identity.

We developed a strategic brand architecture, consolidating these historic names under Crescent Tools and redefining their brand positioning, messaging, visual identity, and packaging. Every touchpoint was designed to reflect strength, precision, reliability, and the tradesmen lifestyle, ensuring consistency across product lines. The result? A powerful, unified brand that positions Crescent Tools as the most complete, skilled crew in the industry—trusted by the trades and built to last. By creating a bold, modern identity rooted in heritage, Fisher Design helped Crescent Tools reclaim its leadership position, ensuring long-term relevance and market growth.
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TRUSTED BY THE TRADES.

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Crescent Tools

Our Work

The Crescent Tools project involved a comprehensive brand unification and repositioning to consolidate five legacy tool brands—Wiss, Lufkin, H.K. Porter, Nicholson, and Crescent—under a single, cohesive identity. Fisher Design developed a strategic brand architecture, refining positioning, messaging, and visual identity to honor the brands’ heritage while modernizing their market presence. This included logo refinement, packaging system development, and marketing collateral, ensuring a consistent, professional-grade look and feel across all product lines. By aligning storytelling, design, and strategy, we helped reposition Crescent Tools as the most complete, skilled crew in the industry, strengthening its reputation and market leadership.

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