In 2015 W.W. Grainger, a premier provider of industrial supplies and equipment, quietly initiated a spin-off business unit, dubbed Grainger Tech. The goal of the group was to develop a new offering of in-stock Grainger products that provide a differentiated online customer experience appealing to small- and mid-sized business owner/operators. Studio/lab was invited to work with the Grainger Tech team to develop a name and brand identity for the new venture.

Offering a full range of industrial supplies, Gamut was established to meet the needs of people who get things done and keep things running smoothly. The iconic shape of a hex nut powered the identity in brand applications from mini to mighty. Visual brand elements reached architectural scale in environmental graphics and wayfinding developed for the Chicago-based corporate headquarters. The success of Gamut’s best-in-class digital experience has brought the company back under the Grainger umbrella where the resources and service model developed for Gamut are now being used to enhance