How we shaped a formidable brand identity for a Thoroughbred industry leader.
Integrated Creative Campaign  
Brand Positioning & Strategy  
Brand Identity
Paid Media Campaign

Leading with heart.

When marketing to a small audience where everybody knows everybody, authenticity is crucial. Breeders already know that Lane’s End is one of the world’s premier stud farms, they respect its leadership, and they trust that doing business with them is a smart investment.

What the farm needed was an emotional appeal. Lane’s End needed to tell its story in an impactful and unexpected way, touching on the underlying motivations of industry insiders.

We set out to evolve a brand identity that better reflects the power, stability, and expertise that Lane’s End offers by romanticizing the beauty of the farm and the Thoroughbreds that run between its fences.

Then we found new ways to express the brand in bold and memorable ways.

From guerrilla marketing with valet takeovers during Keeneland’s September Sale, to national TV on NBC Sports during the Breeders’ Cup World Championships, we’ve helped Lane’s End build the kind of top-flight brand that is seldom seen in the Thoroughbred industry.