REINVENTING AN
ESTABLISHED BRAND.

Crimson Trace’s original product assortment leaned to an older demographic, however their expansion into new categories now catered to all ages. The brand needed to be able to expand its vocabulary and reinvent its visual identity to not only talk to new customers, but to appeal to a younger crowd.
DELIVERABLES
  • Re-Brand
  • Brand Identity
  • Brand Pyramid
  • Trade Show Booth
  • Animation
  • Brand Personas
  • Social Media Asset Creation
  • Website Reskin
  • Product Packaging
  • Brand Swag

Honoring a 25 Year Old Brand

When we joined forces, Crimson Trace was a 24-year old laser sight brand about to celebrate their 25th anniversary year. CT was on the verge of expanding into uncharted consumer segments and needed a complete re-brand to find relevance within new product categories.

Through a journey of discovery and competitor analysis, we found the balance of re-establishing a brand without losing it's matured authenticity and rapport from loyal consumers.

Defining a New Brand Identity

With new product verticals upon the horizon, it was crucial to explore the foundation of the company. For 25 years, Crimson Trace had been in the business of providing confidence in home protection. Their expansion still held onto those beliefs, but they were in need of a brand pyramid broad enough to represent different aspects of the industry.

Crimson Trace first generation logo and new generation logo
Crimson Trace brand book mock-up

RESULTS YOU CAN
SEE CLEARLY.

The creation of three new consumer segments opened up an audience to target and sell their new products. The brand was ready for a premium placement into this $1.2 billion market.

1,000

Through category expansion, the CT market size increased 1,000%.

16

CT launched 16 new products into 2 new product categories.

50

CT acquired 50% more retail shelf placement.

15,000

In 4 months, CT grew email database by 20%. An average of 15,000 new email subscribers over the first 4 months of the campaign.

Tagline and Campaign Development

A NEW MISSION HIGHLIGHTING
THE BRAND'S TRUE INTENTIONS:
"COMPLETE FOCUS"

Expanding Brand Personas

ADDITIONAL WORK

Website Reskin

Crimson Trace mock-up

Product Packaging Exploration

Brand Swag

Advertising and Brand Establishment

Crimson Trace advertising mock-up

Trade Show Booth Designs

Additional Photography

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