UNITED DSN
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CONCEPT DESIGN

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Powerade
Concept designs.


Deliver an aggressive brand repositioning to disrupt the category.

SOG, an undisputed authority in tactical knives and tools, aimed to triple its revenue globally within 5 years.

To do so meant elevating the brand in the minds of consumers to that of its rightful position: best-in-class, and the number one choice at retail.

Therefore our brief was to build SOG’s branded story, shape it through every consumer touchpoint, and ultimately deliver an engaging brand experience able to be more competitive. However, category competition was fierce. To meet their ambitious objectives, only the highest level of brand storytelling and design would provide the platform required.

A 5-year strategic plan, supported by investment group backing, had identified category leadership globally as SOG’s number-one goal. Our role was to provide the branded consumer face needed to make this vision a reality.

Lacking the depth of story and high-quality branded assets required, United was appointed to drive the brand marketing side of the business forward. Given the fiercely contended nature of the category, this meant delivering something both authentic and entirely unique.

This was commissioned concept work, photography was for concept purposes only.

Not sure if we want to add something here to cover ourselves for any of the athlete images, should they take offense? Or just show the work without there images.

 

 
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CONCEPT DESIGN

Brand
Articulation

 
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True authenticity… inside & out

SOG’s heritage couldn’t be any more authentic. This was a business that wanted and deserved to be recognised for its product quality, history and grit & balls culture.

We discovered that SOG’s story began in Vietnam, where members of the highly classified U.S. Studies and Observations Group had carried a unique, purpose-designed combat knife into the jungle on covert missions. Many years later, the founder, owner and designer, Spencer Frazer, established SOG Speciality Knives. His mission: to reproduce the original SOG Bowie knife and pay tribute to the special ops unit that created it. What began as a single commemorative model soon became a full line of innovative tools—field-proven by US Special Forces, even honored as the Navy SEAL knife of choice.

Very little of this backstory was being told, but it showed us that SOG was an organisation that deserved its own portion of the market and, if presented correctly, one with which no-one else could legitimately compete. Through this, we could see the opportunity SOG needed.

Owning their products meant something truly special, representing exactly what the owner stood for and who they really were.


 
Untitled Document

 

CONCEPT DESIGN

That’s right, we did two pitches.

 
Untitled Document

 

True authenticity… inside & out

SOG’s heritage couldn’t be any more authentic. This was a business that wanted and deserved to be recognised for its product quality, history and grit & balls culture.

We discovered that SOG’s story began in Vietnam, where members of the highly classified U.S. Studies and Observations Group had carried a unique, purpose-designed combat knife into the jungle on covert missions. Many years later, the founder, owner and designer, Spencer Frazer, established SOG Speciality Knives. His mission: to reproduce the original SOG Bowie knife and pay tribute to the special ops unit that created it. What began as a single commemorative model soon became a full line of innovative tools—field-proven by US Special Forces, even honored as the Navy SEAL knife of choice.

Very little of this backstory was being told, but it showed us that SOG was an organisation that deserved its own portion of the market and, if presented correctly, one with which no-one else could legitimately compete. Through this, we could see the opportunity SOG needed.

Owning their products meant something truly special, representing exactly what the owner stood for and who they really were.

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