In 1999 I redesigned product literature for the Trex police baton, patented by former police officer Terrence Winston.

“Conventional batons give an officer no choice but to strike a suspect,” says the Trex president— causing injury, possible lawsuits, and a police reputation for brutality. The Trex baton, curved to conform to the body, lets officers control suspects with armlocks, rather than by striking.

A training video and manual had been developed for the new baton, but sales literature lagged in terms of writing and visual appeal. It wasn’t apparent what makes this baton better than its competitors

The first step was to design a new corporate logo that expresses the weapon’s utility and would appeal to police and security companies. I borrowed the baton’s shape for the “T” in Trex, pairing it with a strong, masculine-looking typeface. The slogan, “Leverage the Bad Guys,” evokes crime-fighting while literally telling what the baton does. The business card also shows a policeman armed with the baton.

Trex needed to give a mostly conservative market—the police—reasons to switch from two entrenched major brands, one a conventional nightstick, the other collapsible. So the information is presented simply and directly, every point clearly showing why the Trex baton is better.

The new color brochure looks dramatic and exciting. Fight scenes staged and shot by photographer Elza Daniel, show several ways the baton can be used, from defense blocks to escorting suspects.

The front cover shows an officer restraining a resisting suspect, with a closeup of the baton’s role. A foldover page of testimonials against a backdrop of policeman and suspect, now calmer, introduces the baton. 

The new brochure positions the Trex baton as a serious police weapon and a clear improvement over conventional batons. Trex intends to follow up with a website and advertising campaign.
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