ShortgrassName, Brand Identity, and positioning for a ranch in southeastern Colorado.
Naming, Brand Design, Positioning
brand & content development—Reece Lodder, Lede Creative
I was asked to brand a Colorado ranch in a way that reflects their story, gives a deep sense of place, heritage, and incredible quality. The brief was “a western look” but after a few discussions we identified that the unique proposition of what we were calling “Canyon” was its balance of metropolitan and rural influences, with a deep history in ranching, and a strong female lead.
Naming focused on evoking the place, and was approached through the lens of names which would have been familiar to their great grandfather, who started the ranch in 1911.
“Shortgrass” was chosen and after further discussion of the brand narrative I began crafting a mark that would be at home on an iron gate, the side of a barn, or in a fine restaurant or retail environment. Concepts focused on the landscape and flora, reflecting the place while avoiding tropes of cowboy symbolism.
The proposed branding applied to touchpoints evoking a timeless sense of authenticity and quality appealing to local, regional, and national audiences.