A Case study for
American Brahman
An association of international members promoting the oldest beef breed in North America.
A story needed to be told:
Top Breed for the Bottom Line.
It was clear to our creative team that the brand was suffering a lack of consistency and continuity. The ABBA had seniority, sincerity and a loyal membership base as underpinnings but was woefully short on quality brand management.
The Multi-media Campaign:
Our focus was simple: create a sustainable style.
A strong brand statement that represented the personality of the brand was developed, print/digital/social media were tapped and the organization’s web presence was refreshed to all speak with one voice and clear messaging.
The solution.
The Works:
The Beauty
The American Brahman is the most distinctive beef breed in the world. The iconic hump and ears became the center piece of imaging and the brand color palette separated the breed from others worldwide. Photography drew from the majesty and mystique of these magnificent animals.
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The ABBA’s online presence became not only the organization’s portal to the world but a source of pride for Brahman breeders around the globe. Digital and social media had a place to take those who were engaging with the Brahman community.
The Beast
A number of breed characteristics make the American Brahman the most influential beef animal in the world. For the cattleman, it’s all about profits and Brahman cattle are a beast when it comes to delivering profitability. The campaign message was clear – with Brahman, it’s all about the bottom line.