The organization has always been overshadowed by the more well-known and better-funded National Rifle Association (NRA), which concentrates its efforts on individual gun rights and gun laws. NSSF has been plagued, like most non-profits, as having serious awareness problems. This is due to a lack of funding and lack of expertise in the communications and marketing functions. The result of this lack of awareness hurt membership recruitment, renewals, and fulfillment of the organization’s mission of being the voice of the industry.

After a management shakeup, we created a “freedom within a framework” to rebrand the organization, increase awareness, and strengthen the overall membership recruitment efforts. This was done through design, consistency in look and messaging, and highly cost-effective communications.