The purpose of this project was to rebrand a Nevada-based security training center and adventure outfit with a mission to provide education in the personal security marketplace for civilians, security contractors, military members transitioning to civilian security roles and law enforcement professionals. Formerly known as Bullseye Nevada, the organization was perceived as a shooting range. Their new name, Base, reflects their broader range of services and competencies. The user demographic for Base is quite broad, therefore we implemented a co-creation
process to gather insights to understand this demographic and to empathize with their experiences when interacting with the service. As a full scale brand overhaul was required, we used the results of this method to identify the brand essence as: Security, Strength, Expertise. With this new voice identified we were able to progress to creating the visual design using the symbol of a shield and a bold, mid-weight font emphasizing the essence and appealing to their wide demographic.
Resposibilities included: Art direction. Graphics. Branding. Advertising.