The Problem:
Having recently changed ownership, Ballistic Armor Company was struggling to gain traction with their previous brand; many of the previous decisions regarding creative strategy were done on a shoestring budget without proper market analysis or clear brand vision. 
The Solution:
The solution was to completely reimagine the brand and its voice from the ground up. There was a certain level of grit that I felt the brand needed, which led me to coin the phrase "Brave the Assault." The language coincided with the tortoise iconography which aided to the message of strength and solidarity. 
The Outcome:
"The New BAC logo helped us tell a visual story that our customers were easily able to understand and get behind."
- Emmett Armstong, Owner


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