When a known name in professional-grade automotive tools wanted to gain traction in the Do-It-Yourself (DIY) market, we counseled the company to speak directly to each unique audience with messaging that supports the brand promise. This strategy resulted in the creation of two distinct product lines—MayhewPro for professionals and MayhewSelect for DIY enthusiasts—and, subsequently, the need for a comprehensive catalog that is easy to navigate while establishing which tools are for which end user, and why. The finished catalog follows our “The Pros Know,” messaging strategy, leveraging Mayhew’s legacy to engage new DIY prospects and thank professionals for their loyalty.