For the first time in decades, Master Lock is redefining its brand identity — and it’s doing so with longtime creative agency partner Laughlin Constable. The launch of a bold new campaign and refreshed visual identity signals a pivotal evolution for the iconic brand, known globally for its padlocks, safes, and security solutions.
The heart of the rebrand is the new platform: “Master It” — a rallying call designed to speak to modern consumers and their growing sense of personal and professional responsibility. As people take on more—whether it’s raising families, building careers, or protecting what matters—Master Lock aims to be the trusted partner that gives them peace of mind along the way.
“If It Means Something, Master It,” the brand’s new tagline, anchors a national campaign that spans :60 and :15 second spots, streaming audio, podcast placements, social media, and reimagined in-store packaging and merchandising. Shot with cinematic care, the spots include poignant vignettes: a father leaving a job site to coach his son’s baseball team, a blue-collar worker returning home to jam with his band, and a more sobering narrative focused on responsible gun storage. Watch below:
“Master Lock is an iconic brand that was ready to reach consumers in a new, personal way,” said Pat Laughlin, Chief Creative Officer at Laughlin Constable. “We moved beyond functional messaging around security to focus on the emotional core of responsibility — the quiet power of showing up, locking up, and mastering the moments that matter most.”
The campaign was created in collaboration with LC’s in-house production studio, HIVE Content Studio, and award-winning production partner Interrogate. It’s the latest milestone in the decades-long partnership between Master Lock and Laughlin Constable — one that spans not just creative campaigns but also brand strategy, packaging, and web development.
“As we look to our future, it was time to re-affirm our leadership, dependability, and trustworthiness within the category,” said Katie Hermann, VP of Brand Development at The Master Lock Company. “This new campaign helps us reconnect with customers in a more emotional, meaningful way.”
The brand refresh comes as Master Lock continues to expand its footprint within parent company Fortune Brands Innovations, pushing further into smart security products and lifestyle solutions that align with today’s consumers. And with Laughlin Constable fresh off an Ad Age Small Agency of the Year award, the timing couldn’t be better for both partners to reset the lock — and the narrative.
CREDITS:
BRAND: Master Lock
AGENCY: Laughlin Constable
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