For decades, Federal Ammunition has been the choice amongst American shooters across all categories. From hunting game, sport and competitive shooting, law enforcement and personal defense, Federal has innovated and engineered much influence within the American firearms industry. 

Federal had approached United through various channels of their brand requirements, ranging from advertising to visual problem solving, including packaging and conceptual brand design. The challenges that Federal were presented with were multi-faceted in terms of the market perception of the brand entire, and how that perception relates to discerning factors within newer, up and coming ammunition manufacturers.

Due to offering such a wide catalog of ammunition, some with rather specific purposes (self defense, training, hunting etc.), Federal needed a balanced brand strategy to address the various competitor brands within each individual product category. United developed a systematic approach to first chart and configure a product hierarchy, cross referenced by price point, end use purpose, and caliber prominence. With much confusion in the market at present, Federal sought to simplify their messaging at shelf.

United devised an internal brand program that would allow Federal Ammunition to clarify their messaging on packaging, and ultimately unify their brand presence. With much claim and heritage, Federal was positioned to elevate their current brand to meet their already established reputation.