Dead On Tools is "Made to Live Out Loud". They are a national tool storage brand that strives for cool, sturdy, and edgy tool bags and tool options. They have sponsored NASCAR race events, drivers, cars and teams over the last 3 years. During that time, I have worked with Dead On Tools to develop its brand image and bring the brand into the digital era. During that time, I cultivated brand assets, captured new images, implemented new asset management and image editing structures, and designed aesthetics to service the brand in the digital marketplace.
IMAGING
E-COMMERCE
I captured new e-commerce images for all 50+ Dead On Tools products. This expanded the image carousel size from 2 images per item to an average of 10 images per item. I also developed the lighting standards, editing process, and image hierarchy for all e-commerce outlets. For Dead On Tools, I chose to use cooler, and harder light sources to create a more extreme light falloff and more intense shadows
I lead the design of an in-line content template to provide more detailed product information on our brand store pages on Amazon and Homedepot.com and produced content for each item in the Dead On Tools collection. As a brand Dead On Tools remained firm on painting a black white and gray color pallet, so metallic textures and rolling gradients helped to create more depth and contrast in the designs with a harder, tougher feel.
WEBSITE
I partnered with our web team to create an original Shopify website design and an Amazon Brand Page. I executed bespoke lifestyle images and created original image composites to strengthen the brand feel of the website.
WEBSITE HEADERS
AMAZON BRAND PAGE
PACKAGING
I lead the Dead On Tools design team to create a fresh packaging look. We wanted a clean look complete with a clear hierarchy that utilized many of Dead On's brand aesthetics from high contrast light to metallic textures. The diagonal slash was chosen to incorporate the texture behind the product image but separate it from the solid blacks to a clearer visible type. Hexagons were utilized for the bullets because the many angles evoked a more dynamic feel.
SOCIAL MEDIA
I have created plenty of social media content for Dead On Tools. My work covered static posts, motion graphics, and a commercial which was planned, shot, and edited within 3 days on a budget of $100, which aired at a live NASCAR event in front of 50,000+ fans.
A series of shoppable social media story posts.
SET CONSTRUCTION
I designed and constructed a Dead On Tools - themed set to be used for Social Media and YouTube video and photo shoot content. This set was meant to evoke the essence of the Dead On Tools brand and create a cohesive uniform look across several pieces of social content. The goal was to get customers accustomed to "The World" of Dead On Tools.
NASCAR PARTNERSHIP
Dead On Tools partnered with NASCAR to sponsor an annual entitlement race as well as cars, drivers, and teams. I helped design the pre-race Midway Display, and took images of the race-day action for the Dead On Tools 250 at Martinsville, VA. I also developed promotional posters for each driver partnership, created social media pre-race hype posts, and made interactive race-day content from Snapchat filters to Giphy GIFs to be used on fans' story posts.
THE DEAD ON TOOLS 250 RACEDAY MIDWAY DISPLAY
DEAD ON TOOLS 250 RACEDAY PHOTOGRAPHY COVERAGE
DEAD ON TOOLS 250 PROGRAM AD
I designed and illustrated these program ads which were published in the 2021 Dead On Tools 250 Race Program.
DEAD ON TOOLS WEBSITE HEADERS
SOCIAL MEDIA RACEDAY COUNTDOWN
CUSTOM GIFS AVAILABLE ON GIPHY
CUSTOM REGIONAL SNAPCHAT FILTER
Office Artwork
