When Toolstation asked us to develop a brand for the decorating tools category, we jumped at the chance! The range needed to target Toolstation’s established base of trade customers (as well as homeowners) so it needed durability and performance cues. In addition, as a decorator’s reputation is based on the quality of the workmanship, the brand had to communicate the promise of great results across a wide range of painting and decorating tasks.


Our new Pinnacle brand is confident and smart, offering ‘peak decorating results’. The bright red and grey colour and simple graphic font look smart and accessible whilst giving standout in the catalogue.   

The ‘Pinnacle peaks’ of the brand identity have precision cues hinting at the
quality of the range and excellent results that the professional decorators can achieve with the tools.



“DGI have delivered another fantastic result. The Pinnacle name and branding is spot-on for the category and the Toolstation business communicating the message ‘quality products for great results’. It has great standout in the catalogue and online and has already gained high levels of awareness with both Trade and DIY customers. Most importantly, our customers are buying into the whole range so we’re growing sales and market share.”

Neil Hannaford – Category Manager, Toolstation.