Code 3 Pursuit
brand design • photography



Disclaimer: this project was undertaken as an employee of ESG. All trademarks and work created remain copyright of the ECCO Safety Group and are reproduced here with permission. Project case study written by Ben who now runs Evocative.


This was a branding project for a new LED lightbar product that I undertook while working in-house at ESG. The lightbar which was designed in-house by the Australian ESG team from the ground up, already had a name but no visual identity. It also had to work alongside the existing parent brand of Code 3.

The logo I designed is not typical of product logos in this category. It is very distinctive and has a certain edgy sleekness about it. Part of design solution was to show speed, precision, as well as cutting-edge technology. I also worked to get a stylised version of the actual product into the logo, in the form of the blue lightbar flash at the top.

Once the logo was finalised, I designed and created a product brochure which included custom copywriting. As part of the process, application and product photos were taken and edited to be used in various marketing and branding applications including the product brochure, tradeshow signage and online.

The application shots included shooting a Police spec vehicle with the lightbar installed, then digitally enhancing the lightbar and associated lighting. The studio shots included active and non-active product shots, with a mixture of overall lightbar images and details shots to show off the build quality.

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