With the Rotation360° backpack, start-up camera bag design company Think Tank Photo has done something their competitors have not - they have introduced a product that is truly revolutionary and unique while, at the same time, creating an entirely new classification of backpack.

Says designer Doug Murdoch, “We chose the name Think Tank Photo because we felt it best described our business goals and company culture. We are an idea-producing company that is completely focused on creating entirely new products that satisfy photographers' needs.”

Think Tank Photo was started in January 2005 by two designers, Doug Murdoch and Mike Sturm, and two San Francisco Chronicle photographers, Deanne Fitzmaurice and Kurt Rogers. (Deanne Fitzmaurice won the prestigious Pulitzer Prize for photojournalism in 2005.)

In a very short period of time, Think Tank has proven it can compete with their much larger competitors by re-inventing modular belt systems with the Pro Modulus system, designing backpacks specifically for airline travel, such as the Airport Addicted, Airport Acceleration, Glass Taxi, and Airport Antidote, and by introducing the Airport Security roller, which has garnered rave reviews from the photography media and customers for its features and benefits.

Says Murdoch, “By the time the Rotation360° is available for sale, it will have taken us two years to design and develop, constructing over 10 prototypes in order to perfect the design. This represents our commitment to product innovation and to the photographers that need such innovative and yet highly practical carrying solutions. This new backpack represents amazing functionality combined with streamlined aesthetics appropriate for professional and serious amateur photographers.”

The Rotation360° was primarily designed by Mike Sturm, who previously was a designer for Lowepro. Mike has his own design studio in Redding, California, where he hand crafted the patterns and prototypes required to make such a complex product. Patience and dedication is required to make such a complicated product. Certainly, this backpack is, to date, the highlight of his career as a designer.

The “Barrier” that was broken with the Rotation360° is the old adage that the disadvantage of a backpack is that it has be to be removed from the body and put on the ground to access photo gear stored within. With the Rotation360, the photographer can access the gear from inside of the backpack without taking it off.

Think Tank Photo was founded to “Break Barriers” by pushing the limits of design and innovation for photographers. To learn more about Think Tank Photo, go to: http://thinktankphoto.com/about_ttp.html