How does a 50 year old brand known for rock-solid, reliable utility connect with a new generation to stay relevant for the next 50 years?

Inspired by stories of Leatherman tools passed down through families, we cut to the heart of the brand. Leatherman tools exist to get things done but every time you use one, a pin is dropped in your memory. Whether it’s a father teaching a daughter how to work on an engine, a pair of eyeglasses fixed or even a lifesaving cut along a seatbelt to pull someone from a crash—these are all moments made.

Alongside a brand new tagline, Moments Made, we wrote an anthem and shot a short film as an ode to the moments you can’t forget alongside your Leatherman tool. To support and continue to drive our story home, we created a series of mini-documentaries with craftspeople who rely on their Leatherman to do their job and to light the way along the path of life. And lastly, we served up Moments Made photography and collateral to continue to extend the message in a big way.

And truly, work like this on local, legacy brands are moments I don’t forget.