It always starts with The Brief. The Ballistic Data Xchange (BDX) system wasn’t a typical launch for SIG Sauer, as it was the company’s first major foray into the American Hunting market. Being known primarily as the choice for law enforcement and military divisions, its brand identity, and creative focus were on this aspect. Andy…
Lynn Twiss
Lynn Twiss
Creative Marketing & Brand Director
Lynn Twiss is a self-starting and driven creative marketing and advertising director with experience in lifestyle, manufacturing, corporate, and agency environments.
A 28-year career in elevating brands through global-scale campaign strategies involving creative team leadership, strategic planning, digital/eCommerce management, earned and paid media (social, digital, programmatic, print, radio, television, outdoor), SEM/SEO, communications, partnerships, promotions, qualitative and quantitative development, and synthesis.
Brands
Step by step, a quick-turn logo need for the SIG Sauer KILO 5K rangefinder’s Xtended Range feature of its LightWave 2 engine.
The internet wasn’t ubiquitous in 1997-2000 like it is these days, and of the few ways to get the word out on new products, one was “flyers”, which these days would be “sales sheets”, interactive or static .pdfs, etc. Most of these were designed in Quark. Remember Quark? 😉
Developed, but never executed, to promote the new Wave II versions of the MARK6 and MARK8 tactical riflescope line from Leupold Optics. Illustrating the distances of optical magnification and use cases through the striking distance of natural predators. THE DETAILS: STRIKING DISTANCE Distance Role Animal Short Rifleman Viper Medium Marksman Panther Long Sniper Eagle Direct…
A Company History, That Moves Starting with the founding of Leupold & Vopel in 1907, long before Stevens came into the picture, and showcasing the big leaps forward in innovation. Combing over the archives to unveil never-before-seen materials, videos, and images, creating an immersive interactive experience, one that resides on the website to this day.…
Data-driven and fully incorporated into the open Leupold & Stevens Artemis’ API, Marketing Product Information System, the first-of-its-kind Leupold Reticle Finder launched in October of 2013. The first feature rollout from Phase 5 development of Leupold’s digital pivot began in 2011 with the hiring of Lynn Twiss to lead interactive, digital, social, and web efforts.…
This article goes into depth, an unrealized strategy, and tactics for a brand campaign that would have taken the anti-gun denim/jeans industry head-on.
“In your final 7 minutes, go ahead and summarize what you’d do in your first 90 days.” In these moments, where the design lesson “show, don’t tell” is not possible in a voice-only interview with the key hiring manager: simplifying the complex is crucial. Recently I was interviewing for a senior director role at a…
With an impressive 4 out of 5 SIG Sauer divisions now awarded large military contracts, SIG Sauer’s Electro-Optics division is pushing the envelope of innovation. While there has yet to be an official statement by SIG SAUER, details for the award can be found at SAM.gov. SIG Sauer’s Oregon-based Electro-Optics Division has been awarded the…
I am not a copywriter. However, after many years of creating messaging and being an interstitial between in-house creative, agency teams, and company leadership, I’ve learned many tips and advice on guiding product messaging concepts through feedback rounds to final approval and sign-off. While you are creating the message, you do not own it. The messaging…