Recognized by professionals as the best, this high-quality tool manufacturer wanted to gain traction with a new consumer base—Do-It-Yourself automotive enthusiasts. LSHD counseled Mayhew that it needed to address each group with a distinct brand identity and messaging. After creating two sub-brand tool lines—MayhewPro and MayhewSelect—we developed tags for each entity, designed to resonate with each unique group. For the professionals, both tag lines give a nod to their long-standing brand loyalty and ability to recognize quality tools critical to their livelihood. For the DIY consumer, they represent a trade secret every auto enthusiast should know about and use in their home garages.