The lack of Aligning Product and Marketing for a Successful Launch Before marketing can begin, product teams must provide a comprehensive information package that goes beyond a validated product. This collaboration lays the foundation for success. After decades in the industry, I’ve observed one recurring challenge that firearms companies face when launching a new product:…
Category: Industry
A Legacy of Information With thousands of articles and editorial write-ups on the product lines through the years, how was Kimber to easily serve this content to the customer? In 2008 I sat down and designed this UX Interface for a Library of periodical and collateral pieces. Designed – at the time – as an…
This article is Part 2 in a series related to the RADIAN Weapons product launch. See Part 1 here AFTERBURNER + RAMJET print advertising and editorial that launched in November of 2021, and through the first month of 2022. Below are three insertions that comprised two months of ads supporting the launch of the RADIAN…
SEE THE HEAT Role Responsible Strategy, and Management Lynn Twiss Freelance Strategist Strategy, Copywriting, Concepting Jake Murray Design & Photography Portland Agency FLIR, “The World’s Sixth Sense” was the brand motto that this 2015 audience-specific catalog was in support of. The concept is that with this “Sixth Sense” one could “SEE THE HEAT.” From illuminating…
With complex product mixes, Leupold didn’t typically come to SHOT Show with only one new product introduction, but multiple across differing categories. The website we built in 2012 had the capability of pulling via the Artemis Marketing Database, all content into a single landing page – from across all categories. Shown below is the 2014…
A set of Kimber t-shirt designs that were pitched to Kimber in 2010, under my Chambara freelance brand – was never produced. Thumb-Over-Thumb Combat Grip on Kimber 1911 I liked the non-traditional thumb-over-thumb grip on this 1911. Modern styles recommend straight thumbs. Digital Camo Kimber Covert 1911 This was to highlight the camouflage aspects of…
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…
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SIG Sauer Wins NGSW.
The US Army announced today that the Next Generation Squad Weapons system will be delivered by SIG Sauer of Portsmith, New Hampshire. This is big news. We at GUNLAND are excited to hear this come to fruition for our friends at SIG Sauer. All divisions were involved in some aspect of the NGSW program, directly…
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? 😉