Yellowstone Rifle Company approached A&E Design with a product – superior custom rifles – and a name. They needed to bring clarity to who they are, what sets them apart, and how to communicate this to their ideal customers.

A&E Design conducted a collaborative discovery process to understand Yellowstone Rifle Company’s approach, ethos, and unique opportunities to appeal to their target audiences, ultimately defining its product positioning and guiding its overall marketing strategy. This resulted in a comprehensive brand and visual guide that utilizes both story and imagery to articulate the luxury of customization and the reliability of precision engineering. The YRC mark underscores the company’s commitment to process, heritage, and product, with precision and confidence. Messaging pillars help YRC to frame their products not just as rifles, but as meaningful experiences in a lifestyle that celebrates individuality, grit, and the pursuit of excellence, with an emphasis on the ease of customization.

With a clear, robust brand identity and message guides in place, Yellowstone Rifle Company gained the brand structure and tools to establish itself as a market leader, making rifles that customers are proud to carry and confident to shoot.