Client: Leatherman
Project: Home, Work and Leisure
Year: 2018
Agency: The Studio by Netrush
Director: Robert W Robbins
Location(s): Vancouver, WA

Once Diluted, Now Strong! Leatherman is synonymous with Mutitool. Tim Leatherman’s 1975 European trip sparked the idea for a pliers-based multi-tool. Amid leaky hotel plumbing and roadside fixes, he and his wife Chau saw a clear need that couldn’t be met by a scout knife. Back in the U.S., what was meant to be a three‐month project stretched into three years—until Tim and his college friend Steve Berliner bet on themselves to launch Leatherman.
Years later, as rapid growth threatened to dilute the brand—oversaturation and misaligned retailers almost derailing the business—the team faced a pivotal challenge. That’s when we partnered with them, streamlining their creative campaigns, educating the market, and refocusing their brand narrative. The result was a rejuvenated identity that broadened Leatherman’s appeal, proving that even a small multi-tool can deliver big help when it truly matters.

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