leupold optics

Leupold made some of the best rifle scopes and binoculars in the world, but the marketing didn't reflect that. Like most of the outdoor optics category, the conversation stayed locked on specs and technology — magnification, glass clarity, durability ratings. Every competitor was saying some version of the same thing, in the same voice, and Leupold was blending in.

The gap wasn't the product. It was that nobody was talking about the person holding it.

Services Rendered

  • Art Direction

  • Advertising Design

  • Graphic Design

  • Environmental Design

  • Digital Design

  • Photography

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The Strategy

We shifted the entire platform away from the optic and onto the person using it. Leupold's customer wasn't buying a scope — they were hunters, competitors, and professionals who pushed themselves as hard as they expected their gear to perform. Be Relentless became the brand's platform: less a tagline than a statement about who the customer was and what the brand stood for alongside them. Instead of "here's what our optic can do," the message became "here's who you are, and we built something relentless enough to keep up with you."

my role

I defined the campaign's overall creative theme, voice, and visual style, then carried it consistently across every channel the brand touched — email, paid social, print advertising, and the website. That consistency mattered as much as the idea itself: a customer seeing a Leupold ad in a magazine, a retargeting ad on Instagram, and a product page online needed to recognize it as the same brand making the same promise.

I'm especially proud of developing the creative identity for Leupold's flagship yearly campaign under this platform — work that's still in use six years later.

outcome

The platform gave Leupold a consistent, ownable voice across retail, trade show, digital, and print for the first time. During my tenure, campaign work under this direction — including a major performance eyewear product launch — drove a 25% increase in social media engagement and surpassed the brand's initial sales forecasts.