Stanley Black & Decker is a global leader in tools, storage, and industrial solutions, with a legacy of innovation that spans over 175 years. Known for trusted brands like DEWALT, Craftsman, and Black+Decker, the company is deeply committed to building a more sustainable and inclusive future, both through its products and its people.

The Challenge

Stanley Black & Decker’s “Grow the Trades” initiative has long championed the importance of skilled trades in America. But with a shifting workforce and a new generation of career seekers entering the conversation, SB&D recognized it was time to evolve the message. They wanted to take a bold, creative leap to reintroduce the trades to Gen Z and Gen Alpha, audiences who value individuality, flexibility, and purpose-driven work, but who often overlook trades as a career option.

This wasn’t a minor tune-up. It was a ground-up refresh aimed at making the skilled trades not just visible, but magnetic to a younger generation.

The Wripple Solution

To tackle a challenge this big—and this important—Stanley Black & Decker turned to Wripple to find for a team that could bring strategic insight, creative firepower, and cultural relevance. Within days, they were matched with a nimble trio, including a brand planner, copywriter, and art director.

Wripple’s platform technology made it easy to assemble this specialized team without the layers of a traditional agency, allowing SB&D to move fast and collaborate deeply.

With a strategic foundation rooted in audience insight, the team set out to shift perceptions of the skilled trades by aligning the campaign with Gen Z and Gen Alpha’s values—independence, social impact, and practical career paths free from student debt.  

The work focused on reframing outdated stereotypes and presenting the trades as dynamic, modern, and full of opportunity. Strategy, messaging, and design came together seamlessly to deliver a concept that was both bold and grounded. The creative was built to empower, inspire, and connect with young people on their terms, emotionally resonant but action-oriented, honest but optimistic.  

Wripple’s flexible platform enabled this collaborative, cross-disciplinary team to move quickly and push boundaries, delivering a campaign direction that helped Stanley Black & Decker reintroduce the trades to a new generation with clarity and confidence.

“We had a lot of great conversations with the client during this project, and they were very receptive, even to some pretty big swings on messaging and look and feel.  It made the process feel very collaborative, and we felt like they trusted our instincts!” - Ed M., Copywriter