TRIPLE CROWN
Educating to build loyalty and expand audience
INSIGHT
Horse owners share a special bond with their horse and will go above and beyond to care for them.
RESULT
Updated tagline and campaign — “Always Beyond” to celebrate that partnership. Elevate and bring consistency to the brand identity, while updating brand voice and tone to guide their audience along their horse nutrition journey.
2024 “ALWAYS” CAMPAIGN
You go beyond for your horse — and your devotion is constant.
Each day you show up. Today. Tomorrow. Always.
SYSTEM DESIGN
Rich blues and gold evoke premium quality. Crowns from the logo become a secondary graphic, and a ribbon element can be used in a variety of compositions for brand recognition.
LIFESTYLE ART DIRECTION
Photography features authentic, candid moments between riders and their horses — natural, golden light is a key brand element as well.
PACKAGING SYSTEM REFRESH
Consistency across all lines and a more premium look and feel was achieved. Recognizable packing equities were maintained, but elevated to allow for iconic groups of shoppable product lines.
WEBSITE DESIGN
Homepage
Product page
Feed selector tool
WEB CONSIDERATIONS
70% of users are mobile
Storybrand approach
Key action item is find a dealer, streamline navigation
ART DIRECTION FOR PRODUCT PAGES
LEAD GENERATORS AND INFOGRAPHICS
Designed while at Kick.
Creative director: Stefan Hartung
My role: Lead designer / design director
Website developers: August Ash
Lifestyle photography: Shelley Paulson
Writers: Isabella DiCicco, David Strandberg