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Brand campaign  /  Firearms training industry

Action Target

A full campaign system for the world's largest supplier of shooting range equipment — spanning the trade show floor, the product catalog, and the merchandise people actually wear home.

  • ClientAction Target
  • RoleGraphic Designer · Part-time
  • ScopeIdentity systems, environmental, print, apparel, motion
  • DatesAug 2022 – Oct 2025
  • LocationProvo, Utah, United States · On-site

Promotional film

Tactical House — 3D flythrough

16:9 · 1920×1080
Silent loop · WebM / MP4

Action Target sells complex, high-consideration equipment to a customer base that meets the brand in wildly different places — a convention hall, a printed catalog, a range bag, a screen. The campaign needed to hold together across all of them without flattening into one repeated logo.

The answer was a modular kit: a fixed set of marks, a tight blue-and-graphite palette, and a topographic pattern language that could stretch across a twelve-foot display or shrink to a two-inch patch and still read as the same brand.

  1. 01

    Environmental & events

    Smart Range Axis trade show display — layout, interactive station graphics, and large-format wall panels.

  2. 02

    Print & sales collateral

    Store catalog design and production, from cover system through interior spreads and spec pages.

  3. 03

    Merchandise program

    Apparel, PVC patches, sticker sheets, neck gaiters, and a die-struck training camp challenge coin.

  4. 04

    Motion

    Promotional videos including a 3D flythrough of the modular tactical house product line.

Deliverables

20+

Trade show build

1

Merch SKUs

05

Core palette

03

The kit

Fig. 01–06  /  select pieces
Click any image to enlarge

Smart Range Axis trade show display booth Fig. 01 — Environmental Smart Range Axis display

Palette

Axis Blue
C88 M56 Y0 K5
#1573C4

Graphite
C0 M0 Y0 K85
#2E2E2E

Range Grey
C0 M0 Y0 K28
#B8B8B8

Signal White
C0 M0 Y0 K0
#FFFFFF

Positioning

Better
Equipped

Die-struck hexagonal training camp challenge coin, front and back Fig. 02 — Object Challenge coin
Action Target store catalog cover and interior spread Fig. 03 — Print Store catalog

Typography

AaBbCc 0123

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

  • Display72 / 68 · -3%
  • Headline32 / 36 · -2%
  • Body16 / 26
  • Spec / caption11 / 16 · +12%
Shrink it to a patch, blow it up to a booth — it still has to look like the same company.

The constraint that shaped every piece in the campaign.

Merchandise

Fig. 04–06  /  produced goods

Three PVC morale patches: LETC eagle, rifle, and thin blue line flag
PVC patch set Fig. 04
Die-cut sticker sheet with mascot, logo, and skull illustrations
Die-cut sticker sheet Fig. 05
Printed neck gaiter with camouflage and blue line pattern
Printed neck gaiter Fig. 06
All-over print t-shirt front and back with flag and topographic pattern

02 — Apparel

An all-over print that reads at ten feet.

The apparel program pushed the pattern language furthest. Stars, stripes, and the topographic motif were rebuilt as a full-bleed sublimation print, tuned so the flag reads clearly at a distance and dissolves into texture up close.

The same artwork was re-cut for the neck gaiter, keeping the merch line visually consistent across two very different garment shapes.

Sublimation Pattern design Front & back Production-ready

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