DEI Gear is field tested and hard-won, built on data from millions of products delivered over 40 years exclusively to the U.S. Military and it’s allies.


Setting a new standard for standard issue.



The Brief


Scope of Work
︎ Creative Direction
︎ Brand Development
︎ Identity Design
︎ Product Photography
︎ Motion Graphics Video (WIP)
︎ Web Design (WIP)
DEI Gear needed a brand that represented the level of quality and professionalism that they deliver to their clients, who are some of the toughest critics in the world—the US Military.

The equipment DEI Gear produces is built to protect and to last, so we set out to build a brand identity of equal resiliance. For their product photos, we shot 100-megapixel medium format Phase One images at Stoodio One in Brooklyn.

The logotype for DEI was created to reflect their flagship invention, the 3DSR Buckle.


A simpler alternate logotype was created for certain use-cases.


Values
Quality, Agility, Insight, Adaptation

Mission
Provide innovative solutions to enhance load carriage capabilities with our team of design and manufacturing partners; on time, on budget, top quality + excellent value.

Vision
Enhance the capabilities of people doing the hardest jobs in the harshest environments.

Promise
Reliable when it matters most.

Anchor
Streamlined + Rugged
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