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Reinventing an established brand.

Honoring a 25 Year History

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.

Results You Can See Clearly.

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.

1000%

Market size increase through expansion


16

New products into two new product categories


50%

More retail shelf placement


15,000

New email subscribers over the first 4 months of the campaign, a 20% increase

Tagline and Campaign Development

Expanding Brand Personas

Website Reskin

Product packaging exploration

Brand Swag

Advertising and Brand Establishment

Trade Show Booth Designs

Additional Photography