Role: Head of Creative Services
Outcome: Created a distinctive, modern brand aligned to a younger trade audience, now launched using the original vision and direction.
Situation
Draper’s cordless range worked, but it didn’t feel relevant to a new generation coming into the trades.
Most brands in the category spoke to a traditional, male audience, with little focus on younger or more diverse people entering the industry.
This created an opportunity to reposition the range and connect with an audience that was being overlooked.
Task
I was asked to create a new brand to replace the D20 range, one that felt relevant and aspirational, and could stand on its own.
Action
Looked at the cordless power tool market and found a gap around younger trades, especially 18–25s, along with more women and underrepresented groups entering the industry.
Defined the strategic positioning for DX PULSE as a brand built around energy and progression, with a more urban feel.
Developed the full visual system, including logo, typography, packaging, product styling, photography direction and 3D approach.
Shaped the tone of voice and advertising style, moving away from traditional category norms towards something more expressive and visually distinct. This included setting the direction for music and overall campaign feel.
Kept everything consistent, making sure every touchpoint felt connected and stood out on shelf and across digital.
Result
DX PULSE launched using the direction I set, bringing a fresh, more modern feel to the category.
It introduced a clear point of difference, aimed at a younger, more diverse trade audience while still feeling commercially credible.
It also created a solid foundation for future growth, with a strong, recognisable identity built for modern channels.
Creative direction for DX PULSE, setting the tone for a bold, vibrant and future-facing visual style – designed to connect with younger trades.