ENFORCR

As the industry leader in defending our defenders, ADA has poured their resources into R&D to create exceptional products. The challenge? Their cutting-edge products were unbranded, leaving them vulnerable to imitation and diluting brand recognition. To safeguard their intellectual property, strengthen their market position, and prepare for international expansion, ADA needed to develop a cohesive brand architecture including distinct sub-brands and microsites that would showcase their product innovation and reinforce their status as industry leaders.

We began with branding and web strategy workshops, uncovering the need for a flexible, cohesive brand system. To meet ADA’s brief, we created three distinct sub-brands for law enforcement, defence, and first responders each with its own logo, branding, and microsite. We separated the sub-brands' personality from the parent, enabling more visually driven websites. Key challenges included meeting sector-specific needs while maintaining brand consistency. We delivered brand guidelines, web design, development, UX/UI ensuring each sub-brand could stand alone or align under ADA. The final result strengthened ADA’s tender positioning, built community, and laid a foundation for scalable, global growth.

The launch of ADA’s ENFORCR and DFNDR sub-brands marked a transformative shift in how ADA presents and protects its offerings. Commercially, the new branding has elevated ADA’s tender success rate and positioned the business for global expansion. Visually distinct sub-brands now resonate more deeply with specific government agencies, fostering stronger relationships and community engagement. Environmentally, the move to digital-first microsites reduces reliance on print, while scalable e-commerce functionality supports future efficiencies. Societally, the project reinforces ADA’s role in defending our defenders enhancing their visibility, credibility, and ability to deliver life-saving gear to frontline personnel.

A standout feature of ENFORCR is its deliberate visual language, where form and function converge to tell a richer, more evocative story about the products and the brand itself. The microsite design flows with a smooth, liquid-like quality across transitions and interactions. This symbolises precision engineering and adaptability, which are core to ADA’s innovation. The fluidity is paired with a high-tech, tactical aesthetic that conveys authority and intrigue, giving the experience a sense of edge and almost romanticising the product story. Every design detail, from bold typography to metallic finishes and interactive movement, reinforces the idea that ADA’s products are not just worn but are an extension of elite operational performance. The architecture is modular and scalable. It uses flexible content blocks that allow ADA to present different types of information dynamically, from feature callouts and product specs to video and rich imagery. This framework supports future e-commerce integration without the need for major redesigns. A full suite of digital and physical assets, including exhibition materials for Land Forces, helped launch ENFORCR with impact. The result is a purpose-built, emotionally resonant digital ecosystem that does more than showcase products. It elevates them into icons of protection, performance, and innovation.