Helping rebuild the Goldblatt tool brand.

If you’re a professional tradesperson, you’ve probably held a Goldblatt tool in your hand. The Goldblatt tool brand has stood the test of time, providing high-quality masonry, concrete, tile, and drywall tools since 1885 to those who construct our country. But after a tumultuous period of management changes and acquisitions, the brand needed to return to its roots. That’s when they came to us.

First, we surveyed the competitive landscape and immersed ourselves in Goldblatt’s rich history. We knew we needed a new approach, a way to embody the pride you feel when you create something great. Then, we rolled up our sleeves and got to work.

The big idea: Built to Build.

Professional tradespeople hone their craft over decades. There’s no doubt these people are made to create things – and so are Goldblatt tools. Our creative team came up with a simple yet captivating execution to bring this concept to life.


“Built to Build” hero art video(s)

A completely restructured website.

Next, we started building a new website. With more than 100 products and multiple potential user journeys, our design, development, and digital teams had their work cut out for them. The end result? One seriously robust – and good-looking – website.




Getting users where they need to go.

Users will navigate the site differently depending on where they are in the buyer journey. If they know what they’re looking for, they can go directly to the product page, which is equipped with advanced filtering features, or search for a product directly. If they aren’t familiar with the brand or aren’t sure what they’re looking for, users can visit the dedicated trade pages to learn a little more about Goldblatt tools before checking out the product offerings.

Increasing traffic organically.

With so many product pages, the site became an opportunity to put our SEO expertise to the test. Our digital team did extensive keyword research for each Goldblatt tool to gain customer insight and prepare an SEO content strategy. Then we optimized every page to maximize organic traffic and search prominence. It was hard work, but in the end, it will bring more users to the website each and every day. Plus, our keyword research will help us plan paid search campaigns now and in the future.

There’s more to come.

A new website is just the beginning. We’re excited to continue reviving the great legacy of Goldblatt tools with many exciting initiatives already planned for 2019 that span a wide range of traditional and digital media.

What can we build for you?

If your brand could benefit from a new approach, shoot us a note and we’ll be in touch.