TASERCON 2023
TASERCON is a new conference we launched in 2023 to focus on training LE officers in the ultimate goal to cut gun-related deaths between the police and the public by 50% in the next 10 years. At our first ever TCON, we launched the TASER 10. A brand new CEW that is significantly improved from the last generation TASER 7. The biggest leaps being: increasing shots from 2 probes to 10 probes, and the distance of the shot increasing from 25’ to 45’. This is huge. The idea is that as technology and training improves, police won’t even want to reach for their gun. Although creating work within the policing sphere is challenging for me, I love that the work Axon is doing is making real progress in a very difficult industry to navigate. And ultimately, if a less-lethal weapon is safer and more effective, everyone gets home safe.
When approaching the brand for this massive launch of both experience and product, we were asked to create something tactical that felt cutting-edge. We try to make it feel on-trend, up-leveled, and head of market.
In this recap I will showcase my explorations that morphed into the final brand the team collaborated on to get it implemented in our ecosystem.
Design team collaborators are Blake Ingolia and Travis Bartlett. Production by brandon panish
Branding | Digital Ads | Print | Environmental Graphics | keynote imagery | wayfinding
First Round Presentation
Library of assets focused on the number of lives saved to date by the use of a TASER weapon. We consider our audience here and position our visual language around a tactical audience of senior leadership within law enforcement. These are decision makers who allocate budget for technology and training. We also rely heavily on our heritage devices for texture, grounding us as the market leader in CEWs. We want to position ourselves as the innovators in this space. Comparing ourselves visually to brands like Apple, Polestar, Samsung, Bose, Nike.
Final Iteration Results
In collaboration with axon brand creative
From initial ideation, we are relying less on the Lives Saved message and more on our larger campaign this year, One Giant Leap, that ties to our Moonshot goal. The imagery is based in mid century imagery of NASA and the space race. Axon believes that together we can make the bullet obsolete, we are so close to technology that can significantly change policing in this country for the better. Our messaging team also developed a campaign called 10:45 heading up to our launch that generated buzz through email and social. 10 probes. 45 maxiumum feet. All of these elements added to our visual library leading up to this launch.
I’m so proud of the work Axon Brand Creative did for this huge step in the brand’s journey to making the bullet obsolete. It feels tactical without being off-putting to communities and we hope it makes everyone feel safe. I’m so happy that many elements I introduced in my first round made it through rounds and rounds of feedback from both our marketing team as well as execs and across all orgs. These projects are so fun for me, when Blake and I get to figure out concepts on our own and take our own life views and apply it to our current problem. And then we get to collaborate and refine and pick the best direction for the brand with creative direction from Travis. Seeing the way it gets interpreted throughout the org from our production designer to the web team is so exciting.
As we grow the brand and continually create events for AXON, I love that our team is creating systems within our process to make it go smoother. From concept to execution, we’re nailing down how to create a library of elements to start with, how to win in presentations from a marketing perspective and from a storytelling perspective for the rest of the org, how to collaborate with the events team and social team to have a holistic vision for every touchpoint, and how to make our customers excited to adopt the product.
Accompanying Launch Video executed by video team
TASERCON was an enormous success. Nearly 1,000 attendees, including public safety officials, police officers and legal professionals, had the opportunity to attend over 90 sessions that focused on saving lives, officer wellness and performance, and human connection.
While the big news at our conference was the launch of TASER 10 — the key focus for the conference was the exact topic that you have seen in the news this past week: Police training. Our customers left feeling more equipped, more inspired, and more prepared to protect life, through training that fosters dynamic and real experiences and builds both physical and emotional acumen. Axon is a proud pioneer in officer training, which, combined with technology and trust through data, are key to achieving our moonshot goal.– Josh Isner | Axon COO