For this identity project I was tasked with choosing a dead, dying, or defunct brand to refresh and imagine a new avenue for its business. I chose to tackle the legendary Smith and Wesson company who manufactures firearms for civilians and law enforcement.
My research into the brand revealed that the founders were innovators in their field and at the heart of their brand was a desire to enable their customer to take the upper hand in whatever confrontation they found themselves in. This key finding took center stage in the re-brand.
Smith and Wesson would make life’s underdogs their primary target audience and their offerings would expand to include other methods for taking the upper hand. They would achieve this by creating favorable circumstances in all interactions a person has with the world.