Cut with integrity.

An extremely competent brand, AMAMCO Tool colors are traditional competence colors. Consistent with a competence story, we built the web site and ad campaign around a series of case studies—hero stories in which AMAMCO Tool people made valuable contributions to customer success. The photography is simple, posed studio portraits of people holding tools, supplemented with technical tabletop shots of tools. The copy tone is simple and direct—the way engineers talk.