The Old Breed Design Co.

During my time with Apex Tool Group, I played a major role in the Crescent 2.0 rebrand, helping evolve the visual identity into a more modern, competitive, and retail-driven presence.

I developed the official Crescent brand book, defining logo usage, color systems, typography, photography standards, packaging guidelines, and merchandising rules to ensure consistency across all channels. I also created 3D visual merchandising renderings—including quarter pallets and in-store displays—to support retail strategy and elevate point-of-sale impact.

Beyond brand governance, I produced thousands of live packaging artworks across multiple SKUs, ensuring accuracy, compliance, and on-shelf differentiation. I pushed creative boundaries by establishing new design styles and visual trends for both Crescent and GEARWRENCH, modernizing their aesthetic while maintaining brand heritage. My work extended into merchandise design, brochures, flyers, retail support materials, and collaborative initiatives across additional brands within the Apex Tool Group catalog—contributing to a cohesive, forward-thinking brand ecosystem across the entire portfolio.

During my time with Apex Tool Group, I played a major role in the Crescent 2.0 rebrand, helping evolve the visual identity into a more modern, competitive, and retail-driven presence.

I developed the official Crescent brand book, defining logo usage, color systems, typography, photography standards, packaging guidelines, and merchandising rules to ensure consistency across all channels. I also created 3D visual merchandising renderings—including quarter pallets and in-store displays—to support retail strategy and elevate point-of-sale impact.

Beyond brand governance, I produced thousands of live packaging artworks across multiple SKUs, ensuring accuracy, compliance, and on-shelf differentiation. I pushed creative boundaries by establishing new design styles and visual trends for both Crescent and GEARWRENCH, modernizing their aesthetic while maintaining brand heritage. My work extended into merchandise design, brochures, flyers, retail support materials, and collaborative initiatives across additional brands within the Apex Tool Group catalog—contributing to a cohesive, forward-thinking brand ecosystem across the entire portfolio.

During my time with Apex Tool Group, I played a major role in the Crescent 2.0 rebrand, helping evolve the visual identity into a more modern, competitive, and retail-driven presence.

I developed the official Crescent brand book, defining logo usage, color systems, typography, photography standards, packaging guidelines, and merchandising rules to ensure consistency across all channels. I also created 3D visual merchandising renderings—including quarter pallets and in-store displays—to support retail strategy and elevate point-of-sale impact.

Beyond brand governance, I produced thousands of live packaging artworks across multiple SKUs, ensuring accuracy, compliance, and on-shelf differentiation. I pushed creative boundaries by establishing new design styles and visual trends for both Crescent and GEARWRENCH, modernizing their aesthetic while maintaining brand heritage. My work extended into merchandise design, brochures, flyers, retail support materials, and collaborative initiatives across additional brands within the Apex Tool Group catalog—contributing to a cohesive, forward-thinking brand ecosystem across the entire portfolio.