June 3, 2025

This piece is sponsored by Silencer Central.

In the firearms industry, Sioux Falls-based Silencer Central has become a well-known and well-recognized name.

So it stands to reason that one of its signature products would come to be referred to as “Silencer Central’s suppressor.”

While the success of the company’s line of BANISH suppressors is a great story, it’s also one that needed an edit in the marketplace. Enter: The rebrand.

“We first wanted to solidify Silencer Central’s primary business role, which is as a suppressor dealer. We don’t just sell BANISH at Silencer Central, we sell suppressors from all the major manufacturers on our website and at events. We try to carry all of the popular brands that our customers ask for,” said Logan Hutchinson, director of marketing.

“At the same time, BANISH has really set itself apart as a recognizable name and premier product line. The original branding and the messaging no longer represented the purpose-driven design behind those suppressors or their status as a market leader. Everything needed a rebrand.”

It took almost a year to complete all the elements – from an updated website to graphics, video and brand photography. Silencer Central worked in partnership with Shine United, a well-known creative firm in the firearms industry.

“We’ve now established BANISH as a stand-alone brand,” Hutchinson said. “It was a top-to-bottom change involving everything but the name, which we kept for its strong recognition and appeal within the marketplace. But we built out entirely new brand guidelines, developed a mission statement and worked up all-new collateral to reflect what BANISH is really all about. It was a ground-up process, just like we’d undertake when launching a whole new business.”

Silencer Central’s founder and CEO Brandon Maddox established BANISH several years ago to meet a market need. The company was so good at helping customers navigate the process of purchasing a suppressor that it became hard to keep enough product in stock.

“He decided to manufacture his own line of suppressors and said if we’re going to do it, we’re going to do it from the best of our ability,” Hutchinson said.

“At its core, it’s the engineering that goes into these products and the quality of materials used that set BANISH apart. The majority of our suppressors are made of titanium and go through months or even years of testing and refinement,” Hutchinson said. “When we develop a new suppressor, we want to make sure it’s the best product in its category.”

In honing in on a new look and feel for BANISH, the team wanted to reflect that quality.

“That’s the art of a rebrand,” Hutchinson said. “You look at something like a logo, and it represents all the products and all the people that comprise the brand. Obviously, we’re proud of it, and we want other people to be excited to wear it on a T-shirt or hat. We’re embracing what makes these suppressors cool to begin with, and we’re leaning into it.”

Historically, BANISH has been a favorite product for hunters, dominating an industry for people who often aren’t used to shooting with a suppressor.

“We also see an opportunity with the rebrand to introduce BANISH to new shooters in other, more tactical, markets,” Hutchinson said.

The distinction between BANISH and Silencer Central became clear at this year’s annual SHOT Show in Las Vegas, where each brand had a separate booth and attendees such as manufacturers, dealers and media members could see the distinct brands. And the distinction has helped to open new distribution channels.

“We have thousands of brick-and-mortar dealers now carrying BANISH products, not to mention multiple ecommerce platforms like Guns.com, Sportsman’s Warehouse and Brownells,” Hutchinson said.

The new BANISH website, designed locally in partnership with Electric Pulp, is a design-focused experience that also makes it easy to browse products and connect with multiple retailers carrying them.

“This truly was a group effort, from our in-house marketing team to our agency partners and a number of talented photographers who contributed their work,” Hutchinson said.

To see the new BANISH website, visit here.