Veteran-founded Palmetto State Armory began in 2008. The reputation for quality AR-15 parts and accessories launched the company onto an incredible growth path. PSA is now a renown manufacturer with nearly a dozen firearm lines and a continued reputation for guaranteed quality. In one of the oldest and most regulated industries in history, Logan Richardson, Director of Marketing at Palmetto State Armory needs to stay on her toes.

She came to Black Rock Branding several years ago with varying challenges. The primary one: to reach a specific audience with a product message that would elevate their brand and increase revenue. Two years ago they had 5 stores, all in South Carolina. Simply an extension of the product line, the brick and mortar locations gave the public access to all things firearm-related. They were doing well, but Logan believed they could do more.

When Logan teamed up with Black Rock Branding, several things happened. Black Rock was able to recommend some different branded products that appealed to their target and PSA found that their customers valued a better quality product with the right message. Sales and profits increased.

“Black Rock has really helped us step up our game with better quality products at the right price point,” Richardson said. Joey George worked closely with Logan to find the best products and knew when it was worth it to spend a little more to make more.

Black Rock opened up the next level for PSA by giving them more options. Logan said, “Once that door was opened, it gave us the chance to make more money.”

Then Art Director Patrick Wicker got involved and took things up one more notch. After a few conversations with Logan, he began to develop artwork that was both true to Palmetto State Armory’s message and hit the bullseye with their target market. It all started with Space Force, and to this day, Davenaut is one of Logan’s favorites.

The fun and timely theme was a hit and they started to look at things a little differently.

They added more fun, on-target and exclusive designs and their loyal customers began to make it a point to get to the stores to acquire them. Black Rock has now designed a wide array of product art, including some location-specific items that Palmetto State Armory customers are excited to collect. In the last year, Palmetto State Armory has added 2 more stores, and currently planning to add another. For the first time, they are expanding outside of South Carolina.

“Black Rock stays on top of things. They are very good about staying proactive with creative ideas, constantly coming up with new ideas and it’s something that I incredibly appreciate.”

Black Rock continues to add fun and intriguing designs to keep the Palmetto State customers coming back for more. Now we have stuff that people see and think “I have to have that.”

Last year, they started thinking about their stores differently. They are no longer just an extension of the product line, but now they are destinations with PSA originals that you can’t get anywhere else.

“Black Rock is just as in-tune with our customer as we are. Patrick does his research. He really tries to understand and hits the target. They just know us and it works so well. They have been really great at making things cool and special.”