Ariat, the world’s leading brand for equestrian footwear and clothing, partnered with rodeo sensation and world champion Trevor Brazile, to form the brand Relentless by Ariat. The client brought us

in early in the process to help formulate

a strategy for the partnership as well as to develop all creative for the launch: branding, print and digital campaigns, videos, in-store elements, brand guidelines, and an asset library.

We developed a brand identity and branding system using a bold pallet of red (passion) and black (strength) to symbolize what is required for success in rodeo competition. The branding leveraged photography that we art directed, timeless images of Trevor at peak performance.

We composed the "Never Stop” brand campaign headline to highlight what binds Trevor and Ariat – a never ending pursuit of excellence and unyielding desire to be

the best. In a word, Relentless.