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…
Category: Branding
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…
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…
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…
What business does brand and marketing have being involved in headstamp and product design? In a word: everything. NPI process is complex and has many gates and stakeholders. Including brand and marketing in this process early can be a key ingredient to success. Typically, these disciplines are involved later in the process when approaching a…