FLEX Power Tools Branding

FLEX is a powerful tool leading the category and delivering the next generation of power to the job site. As a brand, it offers new disruptive and innovative technology to the field. 

  • We were tasked with crafting FLEX’s complete brand identity system from the ground up.

  • We knew we had to build a brand that reflected innovation and one that was willing to take charge. Bold, blocky fonts convey power and reliability, while the "Jobsite Athlete" persona positions the tools as high-performance for professionals. High-contrast, action-packed images showcase durability in real-world use. The combination of Flex Green and black creates a sleek, industrial look perfect for a premium brand. The design highlights strength, precision, and modernity. 

  • GCD: Dave Petti

    Head of Design: Marian Williams

    CD: Eric Kripas

    Design: Margaret Kots + Sam Baliga

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