Feb. 2011

Larter takes Gray Tools into the next century

Gray Tools is a manufacturer of professional hand tools now in its 99th year of operations in Canada. Larter Marketing has begun working with Gray Tools to refresh the brand’s image as it heads into its second century.

Founded in Toronto in 1912, Gray Tools is a family business now directed by third-generation Chairman Alex Gray, who took the helm in 1969. Throughout its history Gray has been the de facto choice of professionals who make their living with tools. Gray Tools are found in every major industry in Canada, including the hydroelectric, oil and gas, and aviation sectors, and in the military. Gray Tools has enlisted the aid of Larter Marketing to position the brand for the future and leverage its illustrious past.

“We are extremely proud of our achievements,” says Alex Gray, “but we are most proud of the loyalty that our customers have shown to us over the years. As we begin our next century we wanted to celebrate the professionals who use our tools and establish the same relationship with the coming generation of customers.”

Towards this end, Larter Marketing is reviewing the current positioning of the Gray Tools brand and identifying opportunities to position the brand with the next generation of users. “It is not often that we get to work with a brand that has the longevity and legacy of Gray Tools,” says Creative Director Rob Worling. “We are very mindful that such a brand must be revised with great sensitivity to its traditions, while ensuring it is properly positioned for the future.”

For more information contact:

Brian Larter, President & CEO
Larter Marketing and Communications
email. bwlarter@larter.ca
tele. 905-727-6978 ext. 222

Saleena Groves, Account Director
Larter Marketing and Communications
email. saleenag@larter.ca
tele. 905-727-6978 ext. 233

View all News