ORIGINAL LOOK
I designed the visual direction to photographically capture training, adventuring and the experience of being ‘out in the field’ from a believable point-of-view. Tough? Definitely. Hard core? Certainly. Aspirational? Of course, but never intimidating.
With the ‘Outdoor Enthusiast’ in mind, I designed a digital journey complete with mission collections, product technology, custom loadouts, survival tips, consumer interactions and ambassador challenges.
I compiled the components from the brand foundation and photography direction into a field guide, including ambassador stories, tips and product feature/benefits.
The 5.11 Product Technology Identity System needed to be bold, simple and visually aligned with the technology and its application in the field.
Finally, I took the new brand to Ground Zero in retail designing modular retail displays, packaging, product tags and trade show buildouts that reflected the new, more approachable brand.
