The Challenge

Despite its global reputation, Bosch Power Tools faced an uphill battle in North America. The brand lacked a distinct position in a crowded market dominated by louder, better-funded competitors. In this space, product claims alone weren’t moving the needle—and even Bosch’s deep innovation credentials weren’t cutting through.

The Solution

Cultural insight helped shift the focus from what the tools do to who they’re built for. We tapped into a simple truth: construction workers are constantly adapting to less-than-ideal conditions, yet they take pride in doing great work anyway. This led us to reframe ergonomics, traditionally seen as a technical spec, as an expression of care, craft, and respect. We repositioned Bosch as the brand that designs for the real people behind the build, putting well-being, performance, and design on equal footing.