MR GOOD

5.11 TACTICAL

5.11 Tactical is the trusted leader in purpose-built tactical gear for public safety and military professionals. Their goal was to expand into the growing active-lifestyle market and connect with outdoor enthusiasts looking for gear with tactical benefits. We helped them find and resonate with this new audience—without alienating their core audience.

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  Led by a kick-ass strategist, our team defined the new target consumers, built a fresh brand strategy, and evolved the brand’s aesthetics and messaging to stand out from the competition and resonate with their expanded market.   


Led by a kick-ass strategist, our team defined the new target consumers, built a fresh brand strategy, and evolved the brand’s aesthetics and messaging to stand out from the competition and resonate with their expanded market.

 

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  For retail display direction, I drew up an idea for a modular system that would work as a kit of parts for any retail floor plan.   


For retail display direction, I drew up an idea for a modular system that would work as a kit of parts for any retail floor plan.

 

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  Example of 5.11 before rebrand.   


Example of 5.11 before rebrand.

 

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