For the past several years I’ve had a client that has created an amazing technology for making police shields. Traditionally shields are heavy and officers don’t like them much - unwieldy and take one arm to deploy. My client’s shields are the lightest in their protection class in the world and have just gained acceptance from the FBI after extensive testing. We had to prove in the marketing that light could mean strong! Seems almost counterintuitive.

Naming the shields was challenging. We wanted to make up a name that had appropriate gravitas - these things save lives (specifically by stopping a round from a .44 magnum at 15 feet!) but we wanted to be provocative as well.

The result was DEADSTOP®. Memorable. Serious. Articulate. One of my favorite brandings.
Sometimes you have to be gutsy to get noticed.