It's not easy to stand out at a gun show. Most booths have basically 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. The palmetto flag is one of the most recognizable marks in South Carolina. It's everywhere on car stickers, clothes and of course the state flag. Since the word itself, "palmetto" was already in the gun dealers name, we played off of the tree by turning its branches into bullets. A custom flag kicked off the rebrand and made a great backdrop for the booth causing people to look twice.
Next, we had the idea to shoot all of his identity and really make a statement when handing to potential customers. At first we thought the cards that were obliterated was a bad thing, but then we piled them up at his booth in the show and people loved them. It was different and compelling. The cards were shot with a .45 Springfield XDM to make a big impact, but as for the letterhead and envelopes we used .556 rounds from a DPMS AR15. This enabled them to work in printers if necessary and the mailing system as well.
