Category: Brand Engineering

Building Brand Love

by Tom CampbellTechnology marketing, Brand Engineering: Brand design strategy for stage 2 tech companies

This is how we do it …

Toolbox Creative is a B2B Brand Engineering firm, helping the Ag Tech3D PrintingClean Tech and Software industries change the world. We distill complex technologies into powerful identity systems, websites and marketing tactics that build brand love and align sales and marketing efforts.

That’s us. That’s our two-sentence brand positioning statement that Read the full article…

If the printer likes you, you’re a wuss

by Tom CampbellHow to find the best offset printer

“If the printer likes you, you’re a wuss.”

— Joe Scorsone 

How to get the best offset printing  

Throughout my career in graphic design, I’ve been fortunate to have some great mentors — folks who selflessly shared what they learned over decades-long careers in the business. This fall, I got to see two of my earliest and Read the full article…

The customer advisory board

by Tom CampbellWhat is a Customer Advisory Board

Driving innovation with customer input  

Dawn and I wrapped up 2017 in style in sunny San Diego attending the Inside 3D Printing conference. We caught up with old friends, met some cool new people and returned home inspired and excited for the future of the 3D printing industry. 

In addition to learning about ever-cheaper, faster and better Read the full article…

The value of simplicity

by Tom CampbellSimple corporate identity / simple logo design

The simple logo’s complex conundrum  

We are living in the golden age of simple brand design. Look no further than the apps screen on your iPhone for proof. Despite the ubiquity of marketing platforms, brands have relatively less time and less space than ever to make an impression. That impression needs to be direct, digestible and memorable. Recent rebrands of Read the full article…

Don’t be a dictator

by Tom Campbell

{Volume 1, Issue 4}


In part three of our Drive Your Brand series, the Brand Decider, we examined the role of the decider and the subtle but significant difference between inclusiveness and democracy when leading the brand development process with your internal team.

For this fourth installment, we’ll cross over to the topic of working with the Read the full article…

Longmont Startup Week 2017

by Tom CampbellBuyer Journey. Toolbox Creative, Fort Collins, Colorado, Tech branding

Helloooo Longmont! Thanks for hanging with us today, and thanks in advance for the delicious beer.

View our full presentation here. Additionally, here are the handy brand assessment tools we mentioned. Read on and ponder, download the buyer persona and buyer journey worksheetdownload the positioning worksheet and get crackin’.

Small Business Buyer Persona Read the full article…

The sales and marketing integration roadmap

by Tom CampbellBuyer Journey. Toolbox Creative, Fort Collins, Colorado, Tech branding

Mapping the buyer journey

{Part 1 of 2}

For innovative technology companies to reach the pure nirvana of sales and marketing alignment, you should first conduct a full and honest brand assessment. You can’t get where you’re going until you know where you stand — and the brand assessment process documents where your brand stands currently and starts to map out where Read the full article…

The best way to find a marketing agency

by Tom CampbellWhat's the best way to find a marketing agency?

Agency interviews: The most efficient way to find a creative partner

{Part 2 of 2}

In part 1, the RFP is DOA, I laid out my case against the longstanding method used to find a creative agency. In this article, I’ll cover the best way to find a creative agency, the agency interview. It’s as simple as the name suggests: find some Read the full article…


by Tom CampbellDebranding. Really, that's what we're talking about?

Huh, so that’s a thing?

I love words: old ones, fancy ones, new ones, British-sounding ones like firmament and whilst. I hate only a handful of words: resiliency, o’er, optics and some more I won’t mention. Good, bad or fugly—I always enjoy learning a new word.

Recently, while visiting a Denver-area location of our favorite local burrito joint, a curious new word caught my Read the full article…

The RFP is DOA

by Tom CampbellHow to find a marketing agency

But save your tears, there’s a better way to find a creative partner

{Part 1 of 2}

Throughout my 25 years in the design and branding business I’ve seen my share of requests for proposal: the good, the bad and the ugly. We’ve played the game; won some, lost some and ignored others. Win or lose, it’s always felt like a Read the full article…