— 02 / Identity & Design Systems · 2023
Kryptek Identity System
Rebuilding a fragmented identity into an operating brand system
Kryptek Outdoor Group · 2023
Restoring and refining Kryptek's identity so a recognized camouflage brand could speak, look, and behave consistently across every customer and partner touchpoint.
Kryptek had a distinctive proprietary pattern and strong industry recognition, but its identity assets had accumulated inconsistencies. Several logos lacked authoritative source artwork, proportions varied, and rules for voice, color, typography, icons, and application were not consolidated. The work rebuilt the master assets, refined the visual hierarchy, and established an official operating system for the brand.
- Client
- Kryptek Outdoor Group
- Year
- 2023
- Role
- Brand Strategist, Creative Director, Art Director, Designer, Copywriter
- Disciplines
- Brand & Narrative Strategy, Creative & Art Direction, Brand Strategy, Logo Refinement, Brand Guidelines, Voice & Tone, Color & Typography, Iconography, Motion Identity
Context
A recognized pattern without a unified identity system.
Kryptek entered the work with strong recognition in the hunting and outdoor industry, a proprietary camouflage pattern, and years of accumulated brand assets. As the company expanded across apparel, ecommerce, retail, partnerships, print, and media, those assets were being interpreted in different ways.
Several marks had degraded through repeated export and reuse, proportions varied, and application rules were not consistently defined. Voice, typography, color, iconography, photography, motion, and partner use also needed a shared standard. The challenge was to protect existing brand equity while rebuilding reliable masters and turning scattered creative decisions into one usable system.
Insight
“A brand system earns trust when every expression feels related—even when the medium, audience, and partner change.”
Strategy / Approach
Preserve recognition. Correct the system. Define the rules.
The approach began with an audit of the existing identity ecosystem, followed by reconstruction and refinement of the core logo family. From there, the work established brand values, character, promise, story, vision, target audience, and voice alongside practical standards for color, typography, sizing, placement, iconography, and visual application.
This paired narrative strategy with production-ready design guidance so the brand could operate consistently across internal teams, vendors, retailers, and partners.
System
From master artwork to a complete brand ecosystem.
The system included restored horizontal, vertical, composite, and mark-only logo files; official colors; type and hierarchy guidance; product-technology and layering icons; brand voice and manifesto content; topo-line and graphic elements; photo presets; motion-logo applications; and rollout across ecommerce, catalogs, advertising, merchandise, and partner creative.
Work
Identity, guidance, and application.
A single system carried across identity, brand guidance, digital, campaign, product education, motion, merchandise, and partner applications.
Outcome
A brand system that could be used, governed, and extended.
The work established official guidance and a reliable asset foundation, improved consistency across the branding ecosystem, supported clearer market positioning, and gave future customer, retailer, and partnership communication a shared voice and visual standard.
Role & Credits
Role and contribution.
I owned the brand strategy, creative direction, art direction, design, layout, and copywriting behind the repositioning and identity system. I rebuilt and refined the asset family, authored the narrative and usage guidance, and directed how the system carried into customer-facing and partner work. Final production and rollout involved Kryptek's internal team and external vendors and partners.
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