Mike Etheridge makes an amazing flashlight.

A flashlight that stands above the competition needed brand
 development, package design savvy, and marketing.

Living the problem

A U.S. Marine Corps Veteran, Mike spent thirteen years as a SWAT team operator and team commander. Many times while executing high risk search warrants, he found his operators flashlights failed at critical points of the operation or were severely under powered - putting his team mates and innocent civilians at risk.

From this experience, he transformed an idea into a well-made, rugged, bright flashlight that stays charged for two years.

Services Provided

Logo Design

Brand Messaging

Web Design

Product Packaging

Social Media

Marketing Strategy

Market Challenges

Market Challenges

The overal Badger brand was product focused. The logo was inflexible and visually over complicated, making it difficult to design any supporting materials off of it.

A website that did not properly showcase the flashlight, and was not designed to expand when new products were introduced.

The product packaging lacked a high-end feel. Nor did the branding speak with a single, strong brand ‘voice’.

Our Approach

Mike’s focus and energy on creating the perfect flashlight left little room for marketing and brand strategy, and so he joined forces with InVetIT to take the Badger brand and elevate it to match the top-shelf quality of the flashlight. We reviewed Mike’s existing materials, and the foundation from which to structure the new brand was discovered: One. Mean. Light.

A new website, inside and out

Based on the considerable list of competitors in the market, Badger had to visually position itself alongside them, with a much smaller budget and no previous brand recognition. TangoSquared put together a design system establishing a brand position of confidence and authority.

Marketing Strategy

Finding Badger’s voice

  • There is a strong fan base for high end flashlights; win over a few and they will evangelize Badger.
  • The messaging is focused on our confidence behind the product, so social media outreach can be testimonials and reaction videos that support bold statements.

Be seen, not discovered

  • Don’t hide in search results; get in front of the customer where opinions bolster good products.
  • We developed a retail marketing kit to support in-person demonstrations of just how bright this flashlight is.


Design a logo that is versatile and evokes confidence in the consumer.


Create a design system that’s suitable across physical and digital assets.


Build a website that can handle growth and an expanded product line.

Badger’s future is bright.

With a transformation that includes a new brand, new website, all new packaging materials for both online and retail product sales, consistent messaging and a well-rounded marketing plan, Badger Industries has just re-launched their website and is now taking orders for their launch product, the BX-1500 tactical flashlight.


Monthly sales increase

From the previous 18 months avg sales volume


Increase in web traffic

(Impressions and visits) from previous 18 month average



Increase in referral traffic month over month


Conversion rate

Online increase, month over month


Session length

Increase in average session duration, month over month

“The team at TangoSquared has taken my company to the next level. I’ve been throughly impressed with their market insight and quick grasp of our corporate goals.”

Mike Etheridge, Founder and CEO of Badger Industries