DART Tool Group is a leading manufacturer of universal power tool accessories, but despite strong product quality and a distinctive visual identity, the brand faced a critical gap: recognition in the trade sector. While previous marketing efforts targeted tradespeople directly, the company struggled to gain traction with builders’ merchants, where the majority of trade purchases happen. This meant that even when tradespeople wanted DART products, they often couldn’t find them stocked locally.

Brand messaging lacked consistency across channels, with limited visibility. DART needed to reposition itself with a business-to-business focus, strengthening awareness among merchants and industry decision-makers, while unifying its brand presence.

DART was impressed by the opportunity to work with both Tank and sister-agency Warbox to develop a comprehensive multi-channel strategy that would first enhance the brand, and then grow awareness within the trade sector, leading to revenue opportunities with builders’ merchants and bigger buyer groups.

By combining creative, PR, social, and paid activity under one strategic umbrella, DART gained the benefit of multiple specialisms without needing to hire a large in-house team.

Digital and brand PR activity positioned DART as an industry leader, supporting its credibility with merchants.

Brand and digital overhaul

• Warbox delivered a refreshed brand identity and a new website designed to communicate DART’s B2B focus and product authority.

Targeted communications strategy

• Tank shifted organic social content from consumer-led to trade-led, focusing on LinkedIn as the key platform. Content included behind-the-scenes footage, product showcases, and authentic videos from DART’s team to humanise the brand and highlight expertise.

Integrated PR and paid campaigns

• LinkedIn advertising campaigns were launched to reach decision-makers in builders’ merchants.