CRKT

CONFIDENCE IN HAND
What we did
Web Design & Development
Brand Strategy
Advertising (Online & Print)
Packaging
Content Development (Photo & Video)
Copywriting
Tradeshow Booth Design
Catalog Design & Production
The Ask
For over a quarter century, CRKT has been working with custom knife designers to introduce some of the most hardworking, innovative knives and tools to the market all while staying true to their PNW roots. And back in spring 2013, the team at their Tualatin, OR headquarters reached out to Blue Collar to ask for help doing right by their legacy.
BRANDING

While the old logo conjured a literal image of the mighty Columbia River—the company’s namesake—it had worn itself out. What they needed was a strong brand refresh that would more accurately reflect their reputation as innovators of quality, purpose-built knives and tools. That’s just what we did.

Then, with the help of award-winning photographer Nicolle Clemetson, we created a set of concept-driven images that captured their brand new tagline: Confidence in Hand.

WEB DESIGN & DEVELOPMENT

With the branding in place, we put it into action with a completely new website that reflected the entirely new feel of the company. From an eye-catching homepage replete with stunning product imagery and engaging designer stories to sleek product pages, the capability of the new site finally reflects the ahead-of-the-curve nature of the company itself.

PACKAGING

Packaging sets the tone. We redesigned the outdated, noisy look to bring it into alliance with the brand. By reducing the complexity, the polished packaging stands out on a shelf because of the simplification. In a competitive landscape, this is tantamount to creating a stellar product.



TRADESHOW

At SHOT Show, one of CRKT’s most important events of the year, many competitors display products in a sterile environment—beneath glass in a look-don’t-touch manner. We created angled displays that use magnets to hold products in place until a customer picks one up. This invites the trade show booth visitor to open, close, and view the product from any angle without salespeople. The result has been overwhelmingly positive..

CATALOG DESIGN & PRODUCTION

Every year we’re impressed with the caliber of the new lineup. Invariably, so are the myriad people that swing by their tradeshow booth. To leave a lasting impression and motivate industry insiders to keep talking about CRKT long after everyone goes home, we create a 100+ page dealer catalog to act as a takeaway replete with custom imagery, fresh content, and new innovations.


VIDEO PRODUCTION

Early on in our partnership with CRKT, we urged them to create rich, totally custom video assets to do justice by the excellent stories that build their brand from the foundation up. So far, we’re proud to have released a brand video, “Born in Oregon,” a behind-the-scenes peek into the Hawaiian shop of legendary designer, Ken Onion, and succinct supporting videos to explain Ken Onion’s most landscape-shifting innovation to date: Field Strip.


When you need to roll up the sleeves and get real work done, there’s only one agency that has just the right blend of working-class values + exceptional creative direction. Blue Collar.
—JOEL BORNZIN, MARKETING MANAGER

CRKT 2021 Lifestyle Shoot

CONFIDENCE IN HAND
What we did
Web Design & Development
Brand Strategy
Advertising (Online & Print)
Packaging
Content Development (Photo & Video)
Copywriting
Tradeshow Booth Design
Catalog Design & Production
The Ask
For over a quarter century, CRKT has been working with custom knife designers to introduce some of the most hardworking, innovative knives and tools to the market all while staying true to their PNW roots. And back in spring 2013, the team at their Tualatin, OR headquarters reached out to Blue Collar to ask for help doing right by their legacy.
CAMPAIGN STRATEGY

Instead of creating stories that uplifted and illustrated their long-standing, powerful brand strategy: Confidence in Hand, we went out into the world and found them. After days of diving deep into our adventurous rolodexes and making phone call after phone call, we found three guys that lived Confidence in Hand every day.

WEB DESIGN & DEVELOPMENT

With the branding in place, we put it into action with a completely new website that reflected the entirely new feel of the company. From an eye-catching homepage replete with stunning product imagery and engaging designer stories to sleek product pages, the capability of the new site finally reflects the ahead-of-the-curve nature of the company itself.

PACKAGING

Packaging sets the tone. We redesigned the outdated, noisy look to bring it into alliance with the brand. By reducing the complexity, the polished packaging stands out on a shelf because of the simplification. In a competitive landscape, this is tantamount to creating a stellar product.



TRADESHOW

At SHOT Show, one of CRKT’s most important events of the year, many competitors display products in a sterile environment—beneath glass in a look-don’t-touch manner. We created angled displays that use magnets to hold products in place until a customer picks one up. This invites the trade show booth visitor to open, close, and view the product from any angle without salespeople. The result has been overwhelmingly positive..

CATALOG DESIGN & PRODUCTION

Every year we’re impressed with the caliber of the new lineup. Invariably, so are the myriad people that swing by their tradeshow booth. To leave a lasting impression and motivate industry insiders to keep talking about CRKT long after everyone goes home, we create a 100+ page dealer catalog to act as a takeaway replete with custom imagery, fresh content, and new innovations.


VIDEO PRODUCTION

Early on in our partnership with CRKT, we urged them to create rich, totally custom video assets to do justice by the excellent stories that build their brand from the foundation up. So far, we’re proud to have released a brand video, “Born in Oregon,” a behind-the-scenes peek into the Hawaiian shop of legendary designer, Ken Onion, and succinct supporting videos to explain Ken Onion’s most landscape-shifting innovation to date: Field Strip.


When you need to roll up the sleeves and get real work done, there’s only one agency that has just the right blend of working-class values + exceptional creative direction. Blue Collar.
—JOEL BORNZIN, MARKETING MANAGER
CONTENT DEVELOPMENT

Instead of zeroing in on the story of the knives, we dove into the stories of the three rugged, march-by-the-beat-of-your-own drum guys. This is when the knives came to life in ways we could never tell in a studio or a product description. This is where Confidence in Hand truly makes sense—in the angry oceans, the expansive skies, and deep in the woods. We were there to capture it all.

ROLLOUT

We created three full-blown blog posts that became the epicenter of these stories. Replete with photos, video, and an honest retelling, this is where we drove traffic from all other channels. Embedded within these posts (and elsewhere, too) we embedded powerful calls to purchase.

EXECUTION

The Wells Fargo Careers site is chock full of engaging information and resources for job seekers so we amplified their presence with a UX exercise and reimagination of what their site could do. Using full-width design, we brought our story to life with color, escorting the user through the value proposition of a job at Wells Fargo while providing them ample opportunity to click through and get their application process started or find a story that better suited them.

CRKT

CONFIDENCE IN HAND
What we did
Web Design & Development
Brand Strategy
Advertising (Online & Print)
Packaging
Content Development (Photo & Video)
Copywriting
Tradeshow Booth Design
Catalog Design & Production
The Ask
For over a quarter century, CRKT has been working with custom knife designers to introduce some of the most hardworking, innovative knives and tools to the market all while staying true to their PNW roots. And back in spring 2013, the team at their Tualatin, OR headquarters reached out to Blue Collar to ask for help doing right by their legacy.
BRANDING

While the old logo conjured a literal image of the mighty Columbia River—the company’s namesake—it had worn itself out. What they needed was a strong brand refresh that would more accurately reflect their reputation as innovators of quality, purpose-built knives and tools. That’s just what we did.

Then, with the help of award-winning photographer Nicolle Clemetson, we created a set of concept-driven images that captured their brand new tagline: Confidence in Hand.

WEB DESIGN & DEVELOPMENT

With the branding in place, we put it into action with a completely new website that reflected the entirely new feel of the company. From an eye-catching homepage replete with stunning product imagery and engaging designer stories to sleek product pages, the capability of the new site finally reflects the ahead-of-the-curve nature of the company itself.

PACKAGING

Packaging sets the tone. We redesigned the outdated, noisy look to bring it into alliance with the brand. By reducing the complexity, the polished packaging stands out on a shelf because of the simplification. In a competitive landscape, this is tantamount to creating a stellar product.



TRADESHOW

At SHOT Show, one of CRKT’s most important events of the year, many competitors display products in a sterile environment—beneath glass in a look-don’t-touch manner. We created angled displays that use magnets to hold products in place until a customer picks one up. This invites the trade show booth visitor to open, close, and view the product from any angle without salespeople. The result has been overwhelmingly positive..

CATALOG DESIGN & PRODUCTION

Every year we’re impressed with the caliber of the new lineup. Invariably, so are the myriad people that swing by their tradeshow booth. To leave a lasting impression and motivate industry insiders to keep talking about CRKT long after everyone goes home, we create a 100+ page dealer catalog to act as a takeaway replete with custom imagery, fresh content, and new innovations.


VIDEO PRODUCTION

Early on in our partnership with CRKT, we urged them to create rich, totally custom video assets to do justice by the excellent stories that build their brand from the foundation up. So far, we’re proud to have released a brand video, “Born in Oregon,” a behind-the-scenes peek into the Hawaiian shop of legendary designer, Ken Onion, and succinct supporting videos to explain Ken Onion’s most landscape-shifting innovation to date: Field Strip.


When you need to roll up the sleeves and get real work done, there’s only one agency that has just the right blend of working-class values + exceptional creative direction. Blue Collar.
—JOEL BORNZIN, MARKETING MANAGER

CRKT

CONFIDENCE IN HAND
What we did
Web Design & Development
Brand Strategy
Advertising (Online & Print)
Packaging
Content Development (Photo & Video)
Copywriting
Tradeshow Booth Design
Catalog Design & Production
The Ask
For over a quarter century, CRKT has been working with custom knife designers to introduce some of the most hardworking, innovative knives and tools to the market all while staying true to their PNW roots. And back in spring 2013, the team at their Tualatin, OR headquarters reached out to Blue Collar to ask for help doing right by their legacy.
BRANDING

While the old logo conjured a literal image of the mighty Columbia River—the company’s namesake—it had worn itself out. What they needed was a strong brand refresh that would more accurately reflect their reputation as innovators of quality, purpose-built knives and tools. That’s just what we did.

Then, with the help of award-winning photographer Nicolle Clemetson, we created a set of concept-driven images that captured their brand new tagline: Confidence in Hand.

MARKETING STRATEGY

From our research, we knew that our core demographic is highly engaged on Instagram, stays on top of her email inbox, and is the primary trip planner for her family and friend group. So we crafted our marketing strategy around reaching her with relevant and timely information on the platforms she frequents. We also work hand-in-hand with a PR firm to ensure our strategies are in lockstep and mutually beneficial.

WEBSITE

A from-scratch website was desperately needed. Not only to divorce the exciting, fresh tourism-centered messaging from Chamber of Commerce resources, but to optimize SEO and house hardworking, dynamic content. We’re still in the throes of building, but check back soon!

“Blue Collar Agency is a creative powerhouse, consistently producing refreshing, original content for our brand and strategy. They excel in their ability to listen to the demands of the destination marketing industry and drive strategy while adapting to the ever changing needs. Blue Collar agency is truly an extension of the Visit Hood River team.”
- ASHLEY HUCKABY MAY - DIRECTOR
LET’S TALK SHOP

We’re always ready to pop the hood and dive in.

Get In Touch