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Branding Design Government Leupold Optics Marketing Messaging

LEUPOLD // Tactical Patches

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

DistanceRoleAnimal
ShortRiflemanViper
MediumMarksmanPanther
LongSniperEagle

Direct correlation between associated animal, role, and distance is reinforced by illustrations of the animals, combined with MARK6, and MARK8 call-outs. A strong call to Roman Numerals for the Wave II upgrade.

STARFIELD MAGNIFICATION

A subtle approach increased brand relationship by including reticle marks from the vector version of the Leupold Tactical logo medallion.

Stars within the objective view represent the magnification range of the specific rifle scope.

1x Power

The larger stars represent the lower range of the magnification setting available to the specific model of the rifle scope.

3x Power

The smaller stars represent the upper end of the magnification settings.

Lower Magnification
Upper Magnification
Lower and Upper Magnification
ModelMagnification
MARK 61-3
MARK 63-18
MARK 8 3.5-25
Incorporated into design

BANNERS

For further customization and collectability, additional unit banners were created utilizing sniper verbiage, that could switch out the included ‘LEUPOLD TACTICAL WAVE II’ banners

VITAL PERSONA:

Author Profile
Lynn Twiss
Creative Marketing Director at Gunland

Lynn Twiss

Creative Marketing & Brand Director

Lynn Twiss is a self-starting and driven creative marketing and advertising director with experience in lifestyle, manufacturing, corporate, and agency environments.

A 28-year career in elevating brands through global-scale campaign strategies involving creative team leadership, strategic planning, digital/eCommerce management, earned and paid media (social, digital, programmatic, print, radio, television, outdoor), SEM/SEO, communications, partnerships, promotions, qualitative and quantitative development, and synthesis.

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