ORIGINAL LOOK
UPDATED LOOK
The visual direction was built to authentically capture training, adventure, and the grit of being out in the field—always from a believable point of view. Tough? Definitely. Hard core? Certainly. Aspirational? Of course, but never intimidating.
The digital journey for the ‘Outdoor Enthusiast’ integrated mission collections, product technology, custom loadouts, survival tips, consumer interactions, and ambassador challenges—built to inspire exploration and deepen brand connection.
Components from the brand foundation and photography direction were distilled into a field guide, complete with ambassador stories, practical tips, and product features and benefits.
The 5.11 Product Technology Identity System needed to be bold, simple and visually aligned with the technology and its application in the field.
The new brand was taken to ground level in retail through modular displays, packaging, product tags, and trade show buildouts—all designed to reflect a more approachable identity.
