Strategy meets storytelling. Data meets design. We are The Left & Right – the two sides of culture and brand.
NO FLUFF. NO HAND-HOLDING. JUST REAL RESULTS.
Armor Protective Packaging was experiencing a severe downturn in the wake of the Great Recession of 2009 with automotive business down 50%. Engineers wanted the Metal Rescue Rust Remover Bath product for more than industrial projects; they wanted it for their recreational use in de-rusting motorcycles, classic cars and antiques. To help diversify from the heavy reliance of the industrial rust prevention business, Workshop Hero was born- a product (and vision of future products) that would be the hero of any wrencher’s workshop-in fact, using the products would make YOU a Workshop Hero!
Taking a 30 year-old industrial company and creating a consumer brand that would be attractive to motorcycle enthusiasts, classic car owners, antiquers, homeowners and anyone else trying to rid their world of rust while attracting retailers to carry the product.
Bob and Dave worked to create a cool consumer brand that resonated with wrenchers and gearheads, as well as weekend warriors. Through innovative how-to videos, celebrity endorsements, exhibiting and selling at grass roots events, digital campaigns and most of all-a clear branding strategy and marketing plan, Workshop Hero grew and prospered.
The Workshop Hero™ brand landed the large Midwest retailer, Menards® in 2011. Home Depot®, Canadian Tire® and AutoZone® soon followed. American Picker™ Frank Fritz endorsed the brand and the Metal Rescue® product became the go-to motorcycle gas tank de-rusting product. Today, ARMOR has partnered with Rust-Belt Warrior™ PB-Blaster® to expand the brand into more retailers and additional markets!
As the account manager just after the Workshop Hero launch, I saw firsthand how Dave (Yancho) led ARMOR to evolve from a strictly industrial company into a legitimate consumer brand. Through focused branding, clear messaging, and smart marketing, utilizing the talents of Bob Patten, the company built a bold identity that resonated with retail consumers —ultimately landing Workshop Hero on the shelves of major retailers like Home Depot.
