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It's not easy to stand out at a gun show. Most booths basically have the same products for sale, similar pricing, grunged up type and a red/black color scheme. To help a southern gun dealer stand out, we decided to create an identity and look that would get noticed.
Besides redesigning the logo to be more unique and true to the brand, we had the idea to actually shoot all of his identity. This would really make a statement when handing to potential customers. We wanted to use a larger caliber for the business cards and smaller diameter ammunition for the letterhead and envelopes. This enabled them to work in printers if necessary and free from mailing service problems as well.
At first we thought the cards that were obliterated were a bad thing, but then we piled them up at the Palmetto Gun Supply booth at the show and people loved them. It was different and compelling. The identity demonstrates a brand's identity doesn't need a big budget, spot varnish, letterpress or die cut to stand out. It's creativity and out of the box thinking that creates interest.