Oregon, manufacturer of the world’s #1 saw chain, has one of the best heritage stories to tell in all of cutting products. Founder Joe Cox invented the modern day saw chain after observing timber beetle larvae effortlessly working their way through wood.
In 2021, after agency Hiebing developed a new more end-user focused positioning, I worked on the team responsible for a new brand idea called “Honor Code,” , a salute to the target audience who shows up day after day before the first rays of light hit the trees. We then worked with internal teams at Oregon to develop brand guidelines for a consistent approach across a variety of touchpoints. Select campaign pieces below were just some of many that drove nearly 150M impressions across multiple channels.
At the end of 2021, our first year of the campaign, sales were up 12% year over year, and Oregon has gained great traction into retail with distribution in The Home Depot, Tractor Supply Co. and Lowe’s.
Since Oregon’s parent company, Blount International, underwent a renaming to Oregon Tool that leaned into the heritage of the company, we gave the wordmark a more “broad-shouldered” refresh that recalled logos from the past and captured the spirit of the redefined target.