TUCSON, AZ – Last week Riton Optics launched its redesigned website, highlighting the freshening of the brand overall and the new focus paid on the product categories and their sub-brands.

“The changes around the Riton brand this year have been significant,” said Trent Marsh, Marketing Director for Riton. “We had to approach things from two levels. First, the overall brand itself needed a facelift. We had some elements that didn’t really fit the values or core of the brand. The bigger focus was on the product categories and sub-brands though. It was that evolution that drove the changes at the top of the brand.”

The Riton Optics line consists of three main sub-brands; Primal, Tactix, and Conquer.

“We had the Primal family for hunting, Tactix for EDC and tactical applications, and Conquer for the long-range and precision market, but none of them had a soul or a story to help move the category or overall brand forward. We first started working towards this with our print campaign this summer, and built those themes into the rest of the brand, culminating with the new website,“ Marsh continued.

Along with the clear delineation between the product categories, the redesign features a tremendous amount of new photo and video assets, more robust product descriptions and information, streamlined and intuitive navigation, faster performance, and a nod to the “This is Riton” campaign.

“This is Riton really became the campaign for the year almost accidently. We were working through some other projects and it just kind of hit us in the face as we were mocking up creatives. The way we can deploy the ‘This is…’ mechanism just fits the brand and categories so well that we couldn’t not make it a centerpiece of the branding moving forward,” said Marsh.

“This is by no means an end point. This is just the completion of the beginning. Now the stage is set for us to make our next big push for the evolution of Riton. This was just the piece that had to be completed for us to begin to bolt those next components onto something,” he concluded.

You can view the redesigned website at www.ritonoptics.com.

About Riton Optics – Riton Optics delivers products designed specifically to help hunters and shooters tackle their challenges, overcome their obstacles, and facilitate their successes. For more than a decade Riton has committed itself to solving the problems and answering the demands of our customers. That legacy continues with products as dynamic and rugged as the people who use them. From scopes and red dots to binoculars and spotting scopes, mounting solutions and accessories Riton has your optics solution. Choose Riton and See the Difference.

Media Contact – Trent Marsh – tmarsh@ritonoptics.com