The Wyoming State Shooting Complex has a brand. 

At the Aug. 14 meeting, the joint task force board adopted branding developed by Cody company Tilt Shift and the marketing committee that emphasizes the complex being for all groups, from families of tourists to professional shooters. 

Megan Baumeister of Tilt Shift presented before the board and showed off the variety of marketing images and content created for the complex to use in marketing. 

She said the goal was to create something both classic and modern, to honor both the wide open expanses of the site and the state-of-the-art facilities planned for it. 

“Really having this balance between innovation and legacy,” she said. 

Baumeister said her company and the task force also worked on defining the balance of the complex between being a “range” and a “club.”

“Range is your dirt mountains, your basic facilities, your amenities, whereas club was that more high echelon legacy piece, and we really landed pretty dead center,” she said. “So having some really nice, defined components that you can see towards the club, but also having a family friendly, welcoming space with all of the different … disciplines presented as well.”

To drive that point home, she presented marketing for all types of people who may use the complex, with pitches to tourists emphasizing first the region — Wyoming’s range — and pitches to dedicated shooters and professionals emphasizing the specific distance of the ranges, especially the near mile and a half long distance range, to set itself apart. 

She said there’s also an opportunity to connect the complex as being close to Yellowstone, although she said that would be best done carefully to avoid negative connotations tourists may have with tying Yellowstone and shooting too closely together. 

There’s even messaging for locals, as the range is also meant to be a place for educational opportunities such as youth shooting events, and in similar areas where Game and Fish has mentioned partnering. 

The visuals can be used in a variety of mediums, she said, from online to magazines to merchandise. 

She said for one visual, a badge, they used historic shotgun shell patterns provided by board member Danny Michaels, curator of the Cody Firearms Museum, tied in with some more modern imaging. 

“Really blending that vintage versus modern, that high tech versus approachability on every level,” Baumeister said.