Leupold Brand Refresh
This project led to a more considerable rebrand discussion between Leupold & Stevens and Swanson Russell. We were able to create a more modern catalog design. This effort led to a new campaign promoting Leupold’s lifetime product guarantee. I leveraged the visual history of their gold ring, and we created a new symbol in their materials. This is seen in the color treatment in their ads that gives photos a sepia treatment, the gold ink we utilized in print, their guarantee logo mark, and the more significant product highlights. This added a subtle layer of discovery, communicating value through design.
Role: Art Direction, Illustration, and Design
©2015 Swanson Russell
We created a companion piece to the catalog for mass distribution to vendors. We used a 3-color print system with metallic gold to connect to Leupold’s established gold ring. This also was a budget saver.
