CGS Group

One of the most respected manufacturers of firearm equipment period

We knew this would be a special project as soon as they started using words like “mystery” and “occult” to describe their future brand. First, they handed over a folder of abstract imagery that evoked the darkness and chaos below the surface of a seemingly calm world. Horned beasts, hellfire, geometric symbols, things like that.

We wanted an obvious departure from the norm and they were thrilled to handle it…

– Bobby West, Chief Operating Officer, CGS Group

Then they shared a tagline they’d been kicking around: we find “Order From Chaos,” it read. From there, we were off and running. They gave us the freedom create something that would help define their brand.

Design inspired by identity

Custom design is about creating something fundamentally unique to the client because it’s based on their DNA. The triangle logo, the dark gray & gunmetal palette, the experiential language, it was all borne out of a natural collaboration between GLIDE and CGS.


Brand attitude

When it came to designing the site, we stayed true to the brand tenants described above. Darkness, distortion, triangles and hellfire. Dig a little deeper, though, and you find a natural order to things. As it should, the site experience evokes their personality without sacrificing functionality.

A company calling card

In the end, the site serves as a showcase for their expertly conceived products and a home for their powerful new brand. Visitors quickly learn what makes CGS products unique, before locating a nearby dealer. Speaking of, the site also serves as a tool to attract dealers to stock CGS goods. Every audience is addressed.