DEWALT
DEWALT
DEWALT has spent over a century earning the trust of professionals. Today, the brand is focused on translating that legacy into a more brand-led, culturally resonant presence.
Ongoing Brand & Campaign Work
Brand Challenge: Evolve DEWALT’s legacy as a trusted professional tool brand into a more brand-led, culturally resonant presence—without losing credibility with core pro audiences.
Approach: Developed and maintained brand and campaign copy across web, email, social, video, out-of-home, and activations, translating product expertise into clear, human messaging at scale.
Results: A more cohesive brand voice across channels, supporting modernized storytelling while reinforcing DEWALT’s authority with professional audiences.
Role: Copywriter—ongoing brand, campaign, and channel copy across web, lifecycle, video, OOH, and activations.
Website
Focus: Reposition DEWALT as the modern standard for today’s pros.
DEWALT has over a century of brand equity, but heritage alone doesn’t guarantee relevance. As competitors closed in, the challenge was repositioning DEWALT from “trusted but traditional” to the modern standard for professional trades.
Using a new global brand equity toolkit, we kicked off the website refresh with Total Concrete Solutions—exploring multiple creative territories and manifesto directions before landing on Built for the Unbreakable, a concept rooted in the grit and resilience of concrete professionals. Website copy translated this positioning into a clear, brand-led digital foundation.
See the entire page here.
Lifecycle Email
Focus: Drive engagement through relevant emails, collect data to improve the customer experience over time.
We created a branching welcome journey with 6 core emails and multiple audience-specific variations, ensuring email customer received messaging tailored to their needs, expertise level, and relationship with the brand. The program rolled out in Q1 2026.
Email 1 in series. Sent immediately after signup. Invites customers to set preferences in their profile so we can personalize all future emails based on their trade or interests.
Email 2a, general variation. Sent to customers who didn't set preferences in Email 1. Takes a broader approach by showcasing DEWALT across multiple trades and project types since we don't yet know their specific interests. Includes a gentle reminder to complete their profile for more personalized content.
Email 2b, carpentry. Sent to customers who indicated an interest in carpentry. The other variations of email 2 deliver tailored content based on trade or area of interest (carpenters get different recommendations than electricians, concrete pros get different recommendations than plumbing pros, etc).
Social
Focus: Develop messaging for social that supported product education, campaign storytelling, cultural relevance, and ongoing brand presence.
Video
Focus: Elevating carpentry as skilled craft, not labor.
Developed the script for WE GET YOU. WE GOT YOU., a campaign film designed to challenge misconceptions about carpentry and reflect the expertise, problem-solving, and pride of professional tradespeople.
Results: The campaign film generated strong organic engagement across digital channels and earned a Silver ADDY award in 2025.
Out Of Home
Focus: Owning a high-stakes industry moment through integrated OOH.
World of Concrete is the Super Bowl for concrete professionals. With 70,000+ tradespeople converging on Las Vegas, the opportunity was for DEWALT to own the moment beyond the convention floor.
Contributed messaging for an integrated out-of-home campaign that met pros across their full event journey—from airport baggage claim placements on arrival to geo-targeted mobile ads served within a one-mile radius of the convention center during the show.
Activation
Focus: Expanding brand impact beyond the convention floor.
Contributed messaging for large-scale activations around World of Concrete, including a VIP event and a Las Vegas Sphere takeover, extending DEWALT’s presence across the city.
Results: 34,000+ social likes, 3.7M local Sphere views, 60,000 booth visitors, and a Gold ADDY award in 2025.