We currently run a website that focuses on ID tags for pets at http://www.DogTagArt.com. (Please checkout the site and then continue reading, it will make more sense.)
We plan to take this same tag shape and variety of designs and re-brand it to focus on ID for outdoor enthusiasts. The current major player in this space is http://www.RoadID.com and there is another company called http://www.YikesID.com.
Tell us a bit about who you are and the people you reach
As you can see from the website RoadID.com they are really focusing on the 'hard-core' athlete whereas we want to market to a broader demographic that includes weekend warriors. The idea is for people to wear the ID tags when they may not have their proper identification. This helps in an emergency situation. The short list includes: runners, bikers, skiiers, snowboarders, kayakers, hikers, world travelers, etc...
The requirements are not super-duper defined although we do want something that oozes with credibility, gloss, simplicity, some color, sturdy, durable, safety, fun. (If that makes any sense.)
We don't have a tagline yet although we have been playing with the morbid:
"because 3 out of 3 die" and "because life is risky" or "life is risky"