A brand identity project that began as a single logo request and expanded into a complete visual system for a Mars-like desert shooting range near Tbilisi. AdGeeks reimagined Desert Shooting as a futuristic tactical lifestyle brand, delivering logo, color palette, typography, and a full ecosystem of applications from ammunition packaging to merchandise and range signage.

THE CHALLENGE

Desert Shooting is a firing range set in a Mars-like desert landscape an hour from Tbilisi. The company approached AdGeeks with a straightforward request: a logo. But the location’s raw, cinematic terrain and the absence of any established tactical lifestyle branding in Georgia presented a larger opportunity. The challenge shifted from delivering a single logo to imagining what a complete brand identity would look like for a venue that sat at the intersection of military precision and adventure tourism – a category that had no local reference point.

STRATEGY

Ad Geeks treated the project as a brand concept exercise, building an identity system around a single creative question: what does a brand look like that exists between Earth and Mars, between a bullet and a rocket?

• Designed the logo around bullet-meets-rocket geometry, prioritizing directional movement, speed, and scalability across physical and digital formats
  
  

• Selected a desert-rooted color palette of browns, charcoal black, and industrial gray grounded by a flash of orange – the orange functioning as the brand’s adrenaline signal across all applications
  
  

• Chose Eurostile as the primary typeface for its tech-industrial character, giving the brand a commanding presence that bridges military aesthetics with futuristic styling
  
  

• Envisioned the target audience as three overlapping segments: tactical enthusiasts drawn to the shooting experience, adventure tourists attracted by the location’s desert landscape, and corporate groups looking for unconventional team-building venues
  
  

• Extended the identity concept into a full brand ecosystem spanning physical products, environmental signage, merchandise, and digital advertising formats – all delivered beyond the original brief as an internal passion project

EXECUTION

The identity system was applied across every touchpoint where a visitor or potential customer would encounter the brand. Physical applications received the same level of design attention as digital formats, reflecting the reality that Desert Shooting’s brand experience begins the moment someone sees the signage on approach and continues through the ammunition they handle on the range.

The deliverables covered the full spectrum of brand application:

The scope of this project was self-initiated. Desert Shooting’s original brief requested a logo. Ad Geeks expanded the deliverable into a complete brand ecosystem as an internal passion project, demonstrating the agency’s approach of treating every brief – regardless of size – as an opportunity to build a cohesive brand rather than produce isolated assets.

KEY INSIGHT