BAE Systems Products Group, comprised of almost 20 different companies/brands, consolidated under one name: Safariland. The challenge was to launch the new name and brand consolidation in a clear exciting way at the industry’s largest trade show, SHOT Show 2009. We generated a video, trade show graphic and collateral pieces that built excitement about the new brand. It was such a success, attendees were using it as a landmark inside the convention center: “Meet me by the Safariland booth. You can’t miss it.” Customers’ feedback was overwhelmingly positive: consolidating all those brands under one name with a good reputation made sense to them.