Traction Factory earns Graphis Gold for Snap-on Tools branding

Branding work for Snap-on Tools earns its second Gold Award in Graphis' Branding 7 collection.

Traction Factory has received a Gold Award for the “SHINE” logo developed for client Snap-on Tools. The recognition in Branding 7 is the second Graphis has presented to TF for the design, following a Gold Award in the Typography 4: Type-In-Use collection earlier this year. Designed by Senior Design Director David Brown, the logo was created for the annual Snap-on Franchisee Conference, an annual three-day event that brings together more than 8,000 guests from across North America and around the world.

The logo served as the anchor of an integrated brand experience that included event promotion, hotel and convention center branding and promotional product signage throughout a 140,000 sq. ft. trade show event. “SHINE,” a nod to the chromed tools Snap-on produces, was chosen to encourage franchisees to push their personal limits and achieve greatness in sales, earnings and personal satisfaction.

For the last ten years, we’ve been presented the opportunity and challenge of branding this important annual client event and we’ve been excited by the responsibility of partnering with our client to make it more successful year over year. As an organization in the momentum-building business, it’s incredibly rewarding to have Graphis recognize work that is, at its core, a blend of art and commerce.

In addition to “SHINE,” the following Traction Factory work received honorable mentions from Graphis: “Rockin’ for a Cure Event Posters” and “Walk to Defeat Event Poster” for the ALS Association Wisconsin Chapter; “Brand Book” and “Collateral Materials” for Toyota Material Handling; “SuccessWorks Branding” for the University of Wisconsin – Madison College of Letters and Science; and Traction Factory’s own identity rebrand. Congrats to all our clients and teams that made these recognitions possible.


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