American Royal

How did we bring the American Royal's mission to life?

The American Royal is a Kansas City institution, founded in 1899. But while many in the community were aware of its long history, livestock and horse shows, rodeo and BBQ competition, few connected these events to the nonprofit’s educational mission or even knew what that mission was.
Funds raised throughout the year enable the American Royal to impact the future of agriculture through education, competitive learning and scholarships. Our work not only drives event attendance, but also raises awareness of the American Royal’s mission and of agriculture in our daily lives.
Brand strategy
Creative development
Art direction
Video production
Media planning and buying
2020, 2019 Telly Awards

Brand Essence Video

Fewer of us live and work on farms and ranches. But the importance of agriculture in our lives has not changed. We created a video, incorporating original illustrations and animation, to reinforce that connection and to show how important it is to support the young people who will shape our future. The video is featured at events, and on the American Royal website and social media.

Event Signage & Banners

Thousands attend the American Royal’s events every year without seeing messaging about the organization’s mission: the reason for all these events. Our creative team developed on-site signage and banners to boost awareness with receptive audiences.

Brochure and Social Posts

Handouts and social media helped the nonprofit spread its message on a limited budget.

Annual Meeting Videos

The American Royal’s annual meetings are a place to tout the year’s accomplishments, thank supporters and volunteers, and conduct a little business. For the 2020 meeting, we created a video that took viewers on a journey from the association’s storied past to its bright future.