Brand
Articulation

Leveraging a world-class manufacturing story

With these factors in mind, we developed a deeper, more meaningful brand story focused on overall product promise instead of commercial and military heritage alone.

This included information about the vast amounts of R&D, tooling quality and associated costs, as well as the sheer passion and commitment shared by the team throughout the manufacturing process: attributes no competitor could claim.

Everything Pelican creates is about protecting something valuable (from cases designed for professional-grade photography equipment to the tools necessary for transporting organs for medical transplant). With that in mind, we took these impressive credentials and crafted an overarching message of ‘owning protection’ to support a lifestyle messaging and visual framework that would fundamentally set them apart. applications.

Due to the aspirational nature of their product story, the highest quality of photography and locations was key. We developed and directed an approach to photography to a level that far exceeded anything previously seen in the category. One that capitalized on incredible locations, environments and wild outdoors pursuits scenarios, as well as showcasing a more diverse range of uses and applications.

Together, this succeeded in presenting Pelican as the innovative, highly functional, practical and forward-thinking brand they needed to be in the face of such a highly competitive segment.