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A group of entrepreneurs had an idea for a bow-mounted range finder featuring a military-grade laser.

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And they needed a brand just as lethal as their idea.

We began by working together to discover the perfect name. After hundreds of iterations, we landed on AVYD, an acronym for Agile Visual Yardage Designator.

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Work then began on the visual system.

It needed to reflect the unique nature of the product being both lethal and technology-driven.

I used a stylized A to create typographic brandmark with a broadhead hidden in the negative space. Cardinal, garnet, and steel comprised the color palette.

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Since launch, AVYD has been aggressively expanding their online and retail presence while also growing their community of diehard bowhunters.