DEI Gear
Tactical load carriage solutions designed for military, industrial and consumer enterprise needs.
“Blacksmith elevated our brand by accurately conveying who we are and what we do, bringing both clarity and nuance to our identity.
Their high-quality design, photography and video production have significantly enhanced our visual storytelling, creating a cohesive and compelling online experience.”
— Frank Howell, Founder
Industry
Engineering
Description
DEI Gear required a brand update that represented the level of quality and professionalism that they deliver to their clients, who are some of the toughest critics in the world—various branches of the US Military, private sector corporations, and national consumer brands.
The equipment DEI Gear produces is built to protect and to last with an emphasis on ease of use, so we set out to build a brand of equal resilience and user experience design.
One of the main challenges was re-positioning the company as a specialty solutions lab that would appeal to private industry, rather than a simple contractor with e-commerce offerings geared toward military-only clients.
Services
Creative Direction Art Direction Brand Strategy Brand Identity Product Photography Motion Graphics Video Web Design & Development eCommerce
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Logo Mark
The DEI logo was designed as a tribute to their flagship invention, the 3DSR® buckle.
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Color
The DEI colors were sampled from the gear itself, which uses standard military issue colors, and adjusted for use in digital environments
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Typography
The DEI typography was selected for it’s machined and industrial feel, inspired by type found in various military use cases, from labels to engravings.
