5.11 Tactical is the trusted leader for creating purpose-built tactical gear that is proven to perform for our public safety and military professionals. Now they have an opportunity to extend their offering and connect with a growing outdoor consumer market that is seeking products with tactical benefits. The challenge was to connect with the new audience while still resonating with their core consumers.
We defined their strategic target consumers, aligned their organization around a cohesive brand strategy, and evolved the brand’s aesthetic and communication strategy to differentiate from the competition and connect with target consumers.
Projects to Date: Brand Strategy, Brand Design and Guidelines, campaign strategy, retail fixture design, sub-category branding, social media content development, packaging and product launch campaigns.