The Ask

Building on the approved creative strategy, I played a key role in developing the global brand expression for the ‘Built Different’ product campaign, beginning with the launch of Leatherman’s newest addition to their portfolio—high-end, precision-engineered knives.

The first phase involved creating a global brand book that defined the visual system, setting the tone for a differentiated yet elevated brand identity. This included a new styled of photography, matured type systems, refreshed color palette, and an evolved tone of voice. Moving from product-led to human-led storytelling, we featured real explorers who embodied the ‘Built Different’ mindset, showcasing how the knives were Built Different in the hands of those who rely on them. We then executed the visual system across all owned and paid marketing channels.

Jordan Jonas

Starting with the Pioneer fixed knife, we brought in wilderness survival expert, outdoor guide, and winner of Season 6 of the History Channel's Alone, Jordan Jonas. His dependency on reliable tools out in the wild best represented the knifes durability and reliance in any backwoods scenario.

Yohsuke Kobayashi

For the Rustle fixed knife, designed specifically for outdoor cooking, we brought in YouTube personality Yohsuke Kabayashi. He pursues his passion for cultivating and stewarding the land by spearfishing off the shores of O’ahu, hunting, foraging, and filleting, turning his catches into delicious meals for friends.

Hannah Eddy

For the Everyday Carry folding knives—Blazer and Glider—we brought in mural artist Hannah Eddy, based in Reno, Nevada. A full-time artist and skateboard enthusiast, she creates colorful, surreal artwork inspired by skate and surf culture, while inspiring and empowering other girls to pursue their passions in art and skateboarding.