Overview
Citytools is a well-established power tools retailer and an official Milwaukee distributor. Premium products, loyal customers, and a strong position in the local market. The business was stable and operating smoothly.
They approached me with a clear request - to refresh the logotype, which had been created a few years earlier and was never designed as part of a broader identity system.
The starting point was the mark. In reality, the conversation quickly expanded beyond it.
The Problem
The business was growing, but the brand wasn’t.
Communication was almost entirely sales-driven - new arrivals, promotions, prices. Every post aimed to convert. None built recognition.
There were no shared principles behind the communication. No clear tone. No long-term direction. The brand relied heavily on Milwaukee’s visual language, which made it difficult to define its own identity.
The issue wasn’t design quality.
It was the absence of a brand system.
The Strategy
Instead of redesigning everything from scratch, we focused on building the foundation that had been missing. The goal was not a new look, but structure. The company was to remain a retailer, but a retailer with its own identity.
The logotype was refined rather than replaced. It became more solid, more technical, and closer to the character of the industry. Removing the “.pl” allowed the brand to stop being associated primarily with a web address and start functioning as a brand.
Around this, we established clear visual and communication principles.
The change was not visually dramatic, but it was fundamental in terms of mindset. The brand stopped reacting from post to post and began operating as a system. That structure now creates space for further growth.
The Shift
The project is still evolving.
But the foundation is in place.
The brand now has a system it can scale on:
communication, channels, growth.
