Looking to stay on professionals’ minds, this leader in high-quality tool manufacturing wanted to develop a promotional poster that could be given away to customers as a premium. More than art, the poster would subtly reaffirm the company’s brand promise by positioning it as the leader in professional- and consumer-grade hand tools. By focusing on the company’s heritage, the poster, “Exceptional. Reliable. Tough.” draws a connection between the tools and the target audience—professionals who are counted on to get the job done. The addition of the American flag not only signified American pride, but also American made, as the professional-grade tools continue to be made in the U.S.