SCREW*D was a live, interactive reality show where Craftsman tools abandoned one unhandy man in remote locations. Alone. To survive, he relied on a set of tools and the advice from the online audience watching live at home. Without them, he really was SCREW*D. We branded the show with a graphically simple, bold identity and a logo that provides the audience with some tool-related context; substituting an asterisk with the graphic screw icon.
