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SOG
KNIVES & TOOLS

 


 
 

Field-proven by US Special Forces and honored as the Navy Seal knife of choice, SOG is the true authority in military and tactical knives and tools. But alone, SOG lacked the ability to elevate the brand into its rightful position as the category's global  leader.

United changed all that, Using our deep-dive process to reveal what SOG really stood for and what mattered, United tripled the company's annual revenue.

 

TRIPLED THE ANNUAL REVENUE OF THE WORLD'S LEADING MILITARY & TACTICAL KNIFE & GEAR BRAND

 
  01

  BRAND
  STRATEGY

  02

  PRINT
  ADVERTISING

  03

  BRAND
  CATALOG

  04

  TRADESHOW
  DESIGN

  05

  WEB &
  SOCIAL MEDIA

  06

  PACKAGING
  DESIGN

 
 
PROCESS / SOG   |   KNIVES & TOOLS UNITEDDSN.COM

THE PROCESS

 

 

MISSION

TRIPLE THE REVENUE OF THE WORLD’S LEADING MILITARY & TACTICAL KNIFE & GEAR BRAND IN 5 YEARS. 

Field-tested & proven, designed & used by U.S. Navy Seals, SOG is the true authority in military tactical knives & tools, but despite their exceptional product quality and reputation, SOG didn’t have the presence and consumer awareness it needed to elevate the brand to the status of ‘global leader’ within the category. 

 

SOG – THE HISTORY

The story of the SOG brand began in Vietnam, where members of a highly classified U.S. Special Ops Unit - known as MACV-SOG - carried a unique combat knife into the jungle on covert missions. Years later, young designer Spencer Frazer founded SOG Specialty Knives in order to reproduce the original SOG Bowie knife - field-proven by U.S. Special Forces, and honored as the Navy Seal knife of choice.

 

SOG – THE BRIEF

A 5 year strategic plan driven by investment group backing, meant global leadership in the category was the ultimate goal. United were appointed to drive the brand marketing side of this vision forward. 

Elsewhere, competitors were making a push on their branded packaging and image, generating huge uplifts in sales, and creating impact both at retail and in the consumer’s minds. SOG had realized that if they wanted to grow the brand enough to deliver against their business plans, they had to succeed at taking the brand to the masses too - it was an exciting but challenging job.

 

SOG AND THE POWER OF UNITED:

Step 01: First up, United went in deep. We carried out a thorough deep-dive audit of the marketplace including store visits, product research, and competitor and industry analysis. 

Next was a total immersion phase. We spent time with every key employee up and down the company to make sure we understood who they were, what they stood for as people and what it was that really mattered. 

Step 02: We learned very quickly that SOG is more Bourne Ultimatum than boring old 007 - known for their grit and their balls, we knew that they needed to own the ‘bad-ass’ portion of the market properly. One key challenge was overcoming the brand’s relatively young age, but we knew that this could easily be achieved by capitalizing on their unrivalled endorsement - ‘trusted and field-tested by Special Forces’ – was not only in-your-face but unique. Above all we wanted SOG to drive home the message that owning their products meant something special, representing exactly what people stood for and who they really were. A powerful consumer message was waiting to be born. 

Step 03: Taking everything we’d learned we embarked on a total re-brand, changing the face of the business and everything that went with it. We created an entirely new positioning for SOG as a whole, providing the platform from which everything else springs, the bonding glue that joins everyone together from SOG personnel, agency partners, retailers, consumers and professionals. Above all SOG now has the identity it deserves as the true authority in military & tactical knives & tools, paving the way for their status of global leader within the category.

 

Implementation Elements

  • Deep dive brand audit
  • Category analysis
  • Target market/consumer profiling
  • Brand identity & logo mark
  • Brand principles 
  • Brand guidelines
  • Photographic style
  • Creative direction - digital
  • Marketing guidelines
  • Advertising campaigns
  • Trade show presence
  • Product photography 
  • Packaging programing
  • Unique structural design
  • Custom package dielines
  • Category icons
  • Segmentation through photography and icons
  • Custom photography
  • Mechanical artwork
  • Business collateral - stationary, business cards etc.
  • Sales items
  • Promo items - hats, t-shirts, hoodies, etc.
SOG BRANDING BEFORE

SOG BRANDING BEFORE

SOG MARKETING BEFORE

SOG MARKETING BEFORE

NEW SOG BRAND POSITIONING

NEW SOG BRAND POSITIONING

NEW SOG VISUAL BRAND POSITIONING

NEW SOG VISUAL BRAND POSITIONING

SOG LOGO BEFORE & AFTER

SOG LOGO BEFORE & AFTER

SOG PACKAGING BEFORE & AFTER

SOG PACKAGING BEFORE & AFTER

 

PHASE ONE: CREATIVE EXPLORATORY