precision instruments

Precision Instruments

We have been fortunate to serve Precision Instruments since 2002! We have supported their exponential growth throughout the years with logo and branding, advertising, package design, meticulous tool illustrations, photography, photography direction, catalogs, sell sheets, trade show marketing and so much more.

(Continued below samples…)

Advertisements and sell sheets feature custom photography:


Ads utilizing Precision’s original Torkey illustrations:


Custom illustration and packaging:


Collateral (logo, sell sheets, business card, stationery)

Precision Instruments creates the most beautiful and accurate wrenches available. They also create the tools used to create the wrenches that are then sold to mechanics and tool manufacturers like Snap On© Tools and high-end manufacturing plants, such as Boeing©.

Precision is the first tool manufacturer to create wrenches and market them as the elite products they are. With this strategy we quickly separated them from every other tool maker. Because Precision Instruments opened its doors so many years ago, we were even able to play a bit (whilst honoring) it’s earliest illustration, “Torkey.”

“Care,” is a word used several times a day at Precision. From its owners, who believe in and care about their crews, to the point where they often employ several members from one family and even are known to ask if their work family would enjoy being in the advertising spotlight now and again. (See the blue ads with signatures.) We at Insight Design Solutions treat our clients well, as our core values signify. When we have the opportunity to serve clients like Precision Instruments, loyalty is not something we take lightly nor have to work very hard at. It is a true privilege serving people with such high integrity!

Recent Posts

Website design or development?

There has been a misconception about the difference between website design and website development. If you need print design, talk to me. If you need copywriting and copy-editing, talk to me. If you need photography, talk to me. I am a creative director and we all collaborate from the same point-of-view.

However, if you need web development, allow me to introduce you to….

I’ve been a print designer since 1999. Like many designers, I had to choose between graphic design or web design during my college years. I chose graphic design: to understand spatial and color juxtaposition, to implement creative thoughts and ideas and to offer visual solutions to challenges many aren’t yet aware of. Like others at the time, my mantra was, “do one thing, and do it well.”

My processes are design, but just because we’re using the same medium, that doesn’t mean I’m the best candidate for your website development too. (That said, templates available today (2018) have the power to change that scenario.)

Website design is still part of the design process. Let me pose this question: If you are a mechanic and change oil on a Lexus, it’s believed that you also know how to change oil on an Aston Martin…different subject matter but still basically the same action.

However, just because you know how to change the oil on two different cars, that doesn’t mean we should ask you to build either car.

Website development is similar to the building. It is mostly architectural and understanding where things belong. Think “mainframe.”

So, the developer and designer will want to collaborate during the development process so make sure the sheepskin seats the designer wants can be used universally in Astons (they can’t by the way).

As you probably know, there are thousands of website template themes available now. (This website is based on a wordpress template — albeit with several customizations.)

If you are in the market for a website and choose to use a template, please heed my warnings.

  1. Read the fine print. You may be able to use a web site template, but if you want to change it, make sure you have the rights to do so. Often times there are levels of ownership and each level comes with it’s own price.
  2. Understand that just because it’s a template that doesn’t mean it’s a simple “drag and drop” method. If it is, and you want customization (which I deeply suggest) hire a developer, anyway. When I decided to update my website, which used to be based on simple html technology, I chose a WordPress template. I definitely wanted customization so I dug in and found a few functionality widgets and went to town on it. Little did I know, this was only the beginning of a long, long torrid relationship with WordPress info sites and videos. After one month of phone calls to and with my web site host and the template’s author and getting nowhere, I thankfully found an expert. WordPress websites are fantastic ways to make sure you have the necessary functionality like optimization, CMS and making sure your site works on mobile phones and other smart devices.)
  3. Know that there are some limitations to owning the site as well. Ask a lot of questions.

In a perfect world, you, the consumer, will hire a web developer and a web designer, like me, to beautifully marry form and function, as it should be.  🙂  Good Luck!




  1. What does typography do for you? Leave a reply