Tactical Assault Gear
Military-grade tactical equipment, direct to consumer
TAG / LCI
UX Design, Development, Analyst
Tactical & Defense
Founded in 2001 by a Navy SEAL veteran, TAG was acquired by LCI and entrusted to our team to transform from a bare-bones online storefront into a full-scale e-commerce platform. We led the complete digital overhaul from brand identity and UX design to a ground-up platform migration bringing a military-grade product line to consumers through an experience that finally matched the quality of the gear itself.
Military-Grade Protection
Every TAG product is built to the same rigorous standards used by active military and law enforcement, ensuring field-proven durability and protection.
Direct-to-Consumer E-Commerce
A full-featured Magento storefront bringing professional-grade tactical equipment directly to consumers with streamlined browse, search, and checkout flows.
100% Made in the USA
All TAG brand products are manufactured domestically and are Berry Compliant, backed by a lifetime warranty that reflects the quality built into every piece.
Curated Product Catalog
In-house industry experts hand-select every item across gear, clothing, boots, and accessories, ensuring only proven equipment reaches the catalog.
Lifetime Warranty
TAG stands behind every product with a lifetime warranty on all TAG-branded gear, reflecting decades of manufacturing expertise and commitment to quality.
Military Base Supply Network
Backed by LCI's 38 Base Supply Centers located on military installations across the United States, supporting active duty service members worldwide.
The Challenge
When LCI acquired TAG, the storefront was running on an outdated Network Solutions e-commerce platform with virtually no branding, no design system, and a flat product structure that made browsing hundreds of SKUs feel like guesswork. There was no visual identity to speak of no color palette, no typography standards, no consistent UX patterns. The platform a Navy SEAL veteran had built on reputation alone needed a digital presence that could scale with the business.
The Solution
We partnered with Raleigh agency Three Ships to establish a brand color system and visual guidelines, then led the full platform migration from Network Solutions to Magento. Every product was restructured into a meaningful category hierarchy, consistent UX patterns were implemented across browse, search, and checkout, and a scalable design system was put in place to maintain coherence as the catalog grew. The result was a purpose-built e-commerce experience designed around how customers actually shop for tactical gear.
The Result
The migrated Magento platform gave TAG a professional storefront that matched the caliber of its products for the first time. Consistent branding, intuitive category navigation, and a streamlined checkout reduced bounce rates and increased average order value. What started as an unbranded Network Solutions page became a cohesive e-commerce experience that scales with the catalog and reinforces the trust TAG has built since 2001.
