Axon Taser - Magnetry

Self Defense on Offense

Taser Consumer

Putting Safety in More Hands.

For decades, TASER has been the industry leader in producing less-lethal devices for enforcement and first-responders all over the world. We were tasked to help expand their brand to include a consumer-friendly division so they could launch personal safety devices for everyday people and get closer to their goal of making the bullet obsolete. We started from the ground up, refreshing their brand assets, tone, and design language to connect with the single mom, solo transit rider, and anyone that just wanted a bit more confidence going about their business.

With this more consumer-centric approach, we developed their online e-commerce platform that focused on the new devices, training and ultimately sharing the benefits of carrying a device with fewer consequences than a firearm.

No detail was insignificant. We redesigned the iconography library, reimagined the packaging, and produced informational videos that made potential customers rethink their personal safety options.