Crescent

More Than Tough

Truth

You’ve heard of the adjustable wrench, that iconic tool hanging in garages everywhere. Well, Crescent Tools invented it. But somewhere along the way, they drifted. They forgot the very idea that drove them to create the adjustable wrench in the first place: Always work smarter, not harder.

Made

For Crescent’s audience—people who take real pride in their work—it is not just horsepower, but brainpower that gets the job done: a truth every competitor missed. We captured it with three simple words: More Than Tough. Milestone used this to redefine what Crescent stood for and made it the core of the company. We built the brand pyramid and defined the look, feel, voice, and tone, bringing it to life across advertising, in-store, video, launches, social, and influencer campaigns.

Remarkable

More Than Tough was more than advertising. It was what the brand stood for. You saw it in everything outward facing: the website, the social channels, the showrooms, even the way sales reps talked about the tools. But it didn’t stop there. It started to shape the way new products were developed too, pushing the team to find the smartest way to get every job done right. And consumers felt it. Sales hit record highs in just a few short months.