Pro-Tracker Archery: Aiming for Brand Success
When Pro-Tracker approached us, their products were innovative, well-built, and loved by their small—but loyal—customer base. The issue was having a professional polish to compete with the big competitors in the outdoor market space. In an industry dominated by hype and the latest tech, Pro-Tracker needed a brand revamp to better show that they had offerings that could exceed archer expectations.
Their existing website felt too dated and their excellent arrow shaft product line—the Deadly Series—was inconsistent and lagged behind in design, risking alienation of potential customers and limiting market growth.
The Brief
The client’s request was twofold. First, they wanted a refreshed visual identity that would not abandon the most recognisable aspects of their brand. Second, they needed a complete brand system, from logos and typography to color palettes, tone of voice, and seasonal adaptability, that could elevate Pro-Tracker from a niche hunting brand to a leader in ethical, precision archery technology. From the outset, we recognised the need to walk a fine line: preserving the respect of an audience that values tradition while creating a visual and verbal language that projected professionalism, innovation, and trust.
Research and Strategy
We began with a comprehensive audit of every brand touchpoint, from the website and packaging to social channels, product photography, and marketing materials. The analysis revealed a visual disconnect in the way the brand presented itself, with outdated logo work and inconsistent use of color across applications. The dominance of graphic hunting imagery risked alienatinga wider audience, including recreational archers and potential retail partners. Equally, the brand’s technical sophistication, particularly the RF-based recovery systems, was not being communicated visually or verbally in a way that reflected its advanced engineering.
It became clear that we needed to evolve, not erase. The decision was made to preserve two core brand assets: the target icon, a clear and universally understood symbol of accuracy, and the vivid green brand color that had become part of Pro-Tracker’s identity over the years. These would serve as anchors of continuity, ensuring that even as the brand took a significant leap forward, it would remain recognisable to its loyal customer base.
Design Evolution
Over the course of a few weeks and multiple iterations, we explored logo concepts that balanced technical sharpness with brand heritage. The final design retained the target icon but refined its geometry for cleaner, more modern lines. The arrow was repositioned to convey forward momentum, reinforcing the sense of speed, performance, and innovation. Beyond its literal reference to archery, the arrow and target also suggest multiple meanings, doubling as a tracking beacon or radio signal, allowing us to cover Pro-Tracker’s wider range of products in one visual. We selected an italicised logotype to embody movement and progress, pairing the modern geometric serif Kallisto for headers with the clean, legible sans serif Europa Regular for body text. This pairing created a confident hierarchy that would work consistently across print, packaging, and digital platforms.
The color system evolved around the vivid green as the primary anchor. We introduced a softer off-black and off-white to create a refined, less fatiguing experience on screen, while gradients from vivid to deep green added depth and echoed the visual motion of an arrow in flight. To expand flexibility, we developed a secondary palette inspired by the natural tones of Winter, Spring, and Fall. These seasonal color sets provided a versatile and adaptable framework for campaigns, including opening up the exciting possibility of developing camouflage patterns in the future.
Visually, the new identity took on a technical yet rugged aesthetic, matching the brand’s new positioning as “Sharp. Rugged. Technically Elite.” Gradients, seasonal colors, and clean layouts gave more prominence to the products, making the technical details and design craftsmanship the focal point.
Tone of Voice
Following insights from Pro-Tracker, we created a refreshed identity combined with the work that had be done on the brand logo, color palette, and strategic trajectory. We recognized the need to create an emotional response in their customers. Taking inspiration from the world of extreme sports, we shifted the tone to the adventure of hunting. Less lab testing, more legitimate outdoor experiences and riggers. We wove this into the copy and supporting imagery from the website to new packaging. This newly created narrative also allows for future growth and expansion as the brand continues to evolve and grow.
Brand Guidelines
The rebrand was delivered with a comprehensive set of brand guidelines that ensured consistency across every touchpoint. These guidelines detailed logo usage for primary, mono, and single-line variations, complete with spacing and application rules. The typographic system was defined in full, showing hierarchy, usage examples, and pairing rules for Kallisto and Europa Regular. The color palettes, primary, secondary, and gradients,were documented with HEX, RGB, CMYK, and Pantone references to guarantee exact reproduction in bothprint and digital contexts.
Imagery direction was a key inclusion, moving away from overly graphic hunting photos toward technical product imagery and aspirational outdoor scenes that showcased the products in use. The tone of voice section included clear do’s and don’ts, example copy, and legal-sensitive phrasing guidelines. To support ongoing marketing efforts, we provided social media templates and campaign-ready layouts to make implementation smooth and scalable.
To Conclude
The Pro-Tracker Archery rebrand was more than a change of visuals; it was a strategic repositioning that redefined how the brand is perceived. By retaining the most recognisable aspects of its identity, the target icon and vivid green, we preserved brand equity while introducinga suite of design and messaging updates that projected innovation, professionalism, and ethical responsibility.The refreshed typography, color gradients, and seasonal palette created a sense of motion and adaptability, aligning the brand visually with the precision and forward-thinking nature of its products.
With its new identity, Pro-Tracker is now equipped to speak confidently to its loyal base of hunters while appealing to a broader audience that values both technical performance and responsible practice. The result is a brand that looks and feels as sharp, rugged,and technically elite as the products it creates, a true recalibration that hit the bullseye.
“We needed a new direction and Teton Marketing Labs came in with a clear action plan and started work right away. Their work has exceeded our expectations.”