Clarity in darkness.
Who are we?
We are Clarity Arsenal, a recently established force in the firearms market, here to enrich weaponry as you know it. With a focus on precision, luxury, and safety, we aspire to provide our customers and contractors with the latest in defence technology.
Our aim is to connect clientele with products suited to their individual needs, with qualified sales representatives available online and in store ready to create a five-star shopping experience. With personalised protection plans, we take into account every specific need when recommending the perfect equipment for you.
We pride ourselves on ensuring the security for not only our customers, but all civilians; emphasising legalised peace of mind, rather than encouraging safety risks.
Our brand
Our original logo, and technical rendition.
Unlike other firearms competitors, Clarity Arsenal has developed weaponry with not only practicality in mind, but using the latest in polymer and computing technologies to streamline our user experience.
The crafting of our products is aligned with our logo; an unforgiving grace, a cutting edge. We fulfil a utilitarian purpose, but at the same time, radiate a sense of luxuriousness.
A diamond is symbolic in many ways: a rare commodity, the tears of the gods. The penultimate of grandeur.
Luxury.
Additionally, our logo intends to convey in shape and colour the abilities of Clarity Arsenal. By using a dark hue, we aim to evoke a sense of power, modernity, and high quality (Al-Shaaban et al. 2015 p. 35).
Our tools allow for the creation of something from nothing - our circular symbol is an opening, a victory, a life saved. In contrast, we also want to stress the ability to turn something into nothing - a hole, a defeat, a life lost. Blackness is both an empty canvas and a void.
Our target market
An ideal target consumer is one who values their safety, but also one who prioritises investing in their user experience. Our customers and contractors are those with particular technical needs, and we provide these powerful arms with a side of opulence.
At Clarity Arsenal, our objective is to be seen as a trustworthy provider of weaponry, with a reputation for being the high-end alternative for other classic gun brands. When firearms are treated as specialised professional equipment, accessible to only the appropriate users who require such a luxury, it may have a mitigating effect on outdated ideals of easily available brute force (Pierre, 2019). At the same time, Clarity Arsenal is able to build recognition as a necessary and ethical brand, in support of civilian safety.
We are a luxury retailer; before a gun shop. A protector; rather than an assailant. An investment; rather than a weapon. A diamond in the rough. A flash of clarity in the darkness.
References:
Pierre, J 2019, ‘The psychology of guns: risk, fear, and motivated reasoning’, Palgrave Communications, vol. 5, pp. 2-3.
Al-Shaaban, S, Amsteus, M, Sjöqvist, S, Wallin, E 2015, ‘Colors in Marketing: A Study of Color Associations and Context (in) Dependence’, International Journal of Business and Social Science, vol. 6, no.3, pp. 32-45.