The Palomino is the largest and most competitive rodeo competition located within the United States. This annual event travels to the largest arenas in the country and allow the top cowboys and cowgirls a place to compete in hopes to win the highest title there is within the rodeo industry.
THE BRAND
The logo for the Palomino brand consists of three main parts - the type, the border treatment, and the brand's icon. The typography for the logotype is a modern take on a traditional cattle-brand aesthetic, standing tall, bold, and confident and packed with personality. The border treatment reflects the shape of belt buckles worn by cowboys, and allows the logotype to remain as a solid unit. Lastly, the brands icon, a digital illustration of a spur, relates to the grand prize of a pair of golden spurs that the top cowboy receives at the end of the event.
ADVERTISING
For an event as well-known as the Palomino rodeo, outdoor advertising methods such as billboards and pole banners are utilized to help drive event awareness and increase ticket sales. It serves as an opportunity to showcase the talent performed at the rodeo and the cowboys themselves. The headline "Golden Spur State of Mind" is created for this year's event, relating back to the grand prize awarded at the end of the rodeo.
SOCIAL MEDIA
Social media is the main platform to reach the target audience on a national level. It serves as a creative outlet to interact with its followers and provide information on event details, the carnival happening on rodeo grounds, ticket sales, and live music that occurs at the end of each round. As well, photography from the event is shown and campaigns such as "Meet The Cowboys" are created.
THE APP
After purchasing a ticket, customers are encouraged to download the Palomino app where they will be greeted by a personalized interface upon entering their email and account number. Here, they can find all information for the event and the arena, and even upload their credit card information and access digital tickets for a quicker wait time in lines and access points.
EVENT COLLATERAL
During the time at the rodeo, attendees have the opportunity to purchase event collateral to remember their time spent at the rodeo. This consists of merchandise that can even be personalized, and serves as a great space to expand the creativity in both visual and copywriting elements of the brand.
