Solid As A Rock.
The Idea

Solid As A Rock.

The Armscor and Rock Island Armory brands continue to break bold, new ground. Entering the U.S. market in 1985 as a mere blip on the industry’s radar screen, they now sell more 1911 pistols than anyone in the world. Much of this growth can be attributed to our bold approach to branding. After 6 years together, our relationship is still going strong – and market share continues to rise.

Case Study

The Challenge

Armscor-Rock Island Armory (RIA) was a large worldwide player in the ammunition and firearm industry that lacked recognition in the world’s largest market for those products – the United States. Armscor-RIA was facing consumer and media confusion in a competitive marketplace and sought to promote itself as the best value in the industry.

The Goal

Establish an effective U.S. presence and support worldwide marketing efforts while navigating Armscor and RIA brands. Launch new TCM platform of products. Provide guidance on brand unification through thought leadership and consultation on strategically positioning the dual brand consistently internationally.

The Results


In first year of partnership, sales grew by 59%


Facebook traffic in the first 3.5 years grew to more than 208 million impressions, with likes jumping from 0 to more than 160,000


Since partnering, YouTube views increased from 0 to 461,825


Since partnering, organic web traffic increased by 2.8 million sessions, 1.8 million users and 19.5 million page views

Brand Identity