Hilti, a premium power tool brand designed for professionals, needed a fresh perspective to reflect its high standards and unique product benefits. The challenge was to move away from traditional, overly masculine photography of men using tools and instead focus on showcasing what each tool delivers.

Agency: FutureBrand

Rethinking the Power Tool Narrative

The pitch work featured bold, graphic illustrations that brought each tool’s key benefit to life. Using Hilti’s signature colours of red, black, and white, the visuals incorporated elements of the tools themselves but placed the emphasis on the results they enable. This approach created a sophisticated yet approachable identity, perfectly aligned with the brand’s professional audience.

A Premium Visual Language

Hilti’s tools, exclusively available to industry professionals, required a design approach that reflected their premium status. The illustrations highlighted precision and performance, demonstrating the unique capabilities of each tool while maintaining a cohesive and visually striking aesthetic. By focusing on what the tools achieve, the work elevated Hilti’s position as a leader in professional-grade equipment.

Winning the Project

This reimagined visual language resonated deeply with Hilti, resulting in a successful pitch win. The work set the stage for a rebrand that reflected the brand’s purpose, professionalism, and industry leadership, offering a refreshing take on power tool marketing.