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.

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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.