Earlier this year, the Texas and Southwestern Cattle Raisers Association tapped The Richards Group to aid in a completely new branding effort for the 144-year-old association, which has 17,000 members throughout the Southwest.
The Richards Group was tasked with the complete rebrand of all communication touchpoints including social, digital, logo, and video elements in an effort to elevate the association’s profile and attract the next generation of cattle raisers and landowners through a new branding effort titled “We Live for This Land.” The effort includes an iconic brand piece narrated by Tommy Lee Jones.
Shot over eight days and nights across seven different ranch locations, the piece reminds Americans why ranching is such a foundational part of our country’s history and future success. The 2.5-minute brand video will premiere at the association’s annual Cattle Raisers Convention in Fort Worth, one of the first major association conventions to be held live post-COVID-19. Additional 30-second versions will be released online and across social media channels.
The Richards Group redesigned the association’s digital web presence, redesigned the entire visual identity of the association by evolving its iconic logo, and created the entire visual design for the 2021 convention.
Our digital innovations team developed an all new membership center where prospective members can join/renew their membership. We also will soon launch a new iOS application to aid Special Rangers with tracking and identifying millions of livestock sold each year to flag potential fraud and theft. Yes, cattle rustling is still a reality in 2021.
To inform the work, The Richards Group conducted a rigorous discovery process, including a three-week ethnographic research study spanning over 3,000 miles and 11 different cattle operations across the Southwest.