Armored Republic Branding

Client: Armored Republic aka AR500 Body Armor
Creative Director: Matthew Goodknight
Art Direction/Design: Bill Main

I started my time as Lead Designer for Armored Republic just as the company was beginning to transition its identity from AR500 Body Armor to Armored Republic. The only thing solidly in place was the new brand’s story as they had reached out to multiple agencies to rebrand but as of that time, they were not satisfied with the turnout of the proposed identity.

I was tapped to takeover the rebrand after and we began the process of transitioning into the new brand. AR500 Body Armor had slowly drifted from its position in the market as scrappy underdog to a less than favorable look as the “value brand” of protective body armor. We wanted to disrupt the tactical space by using tongue in cheek humor as well as wearing our heart on our sleeves by clearly communicating the brand ethos that Armored Republic creates tools of liberty for free men to defend against tyranny. I created a whole redesign of our marketing ads, transitioning from a clunky ads with pricing, lengthy lists of equipment and BUY NOW banners to more engaging, intriguing approach centered on excellent photography , cinematic visuals and mission-forward copy to to support the new identity.

Old vs. New Site Aesthetics

Social Media posts with Neo Traditional Messaging

Digital paintover of Washington Crossing the Delaware, incorporating one of their most popular armor carriers into the painting