Precision Delta is an ammunition company based in the Mississippi Delta area who contacted us to help them relaunch their brand. After some initial meetings and discussion, we gladly accepted the challenge. Having used their previous logo in various forms since the beginning and wanted an updated look with an established conservative feel.
Over several weeks we vetted concepts through many brainstorming sessions to create a unique set of visual assets that spoke through strong authoritative but educational messaging developed from principles of safety, education, performance and trust.
Precision Delta is a name that embodies the company in two key aspects. While “Precision” speaks to craftsmanship, quality and expertise, “Delta” speaks to the birthplace, family roots and history of hard work behind the brand. These are important elements of communication to be carried over to the logo, the logotype and the styling of the Precision Delta brand .
The primary mark we landed on was designed to be a quick read for the consumer eye, to reinforce the company’s name and reflect its products. The most prominent character is the open-sided “P” to introduce the company name first and foremost. The open-sided “P” also speaks to the technical side of ammunition engineering which encases the round of ammunition filling the negative. The entire mark is contained within a circular shape reflective of the back of a round of ammunition.
The logotype has been custom designed as a noticeable point of difference for the Precision Delta brand to own. Angled highlights were created to be reflective of the logo shape while communicating forward motion indicative of ballistics and the physics of ammunition.
After the brand was nailed down, we sunk our teeth into the next task which was to create a new online store. Precision Delta was currently working with a developer so we were asked to create the design for the e-commerce and overall online presence. Launching in early 2016, PrecisionDelta.com serves as their primary point of sale.
With the store nearly live and the word out on social channels, we quickly took to finishing new packaging, photography and print campaigns to support the launch. Team captain Sloan Sanders was featured prominently as the brand ambassador and face of the new Precision Delta. Updated shooting gear and apparel was also produced as new promotional content began to roll out on industry media circuits.