Smith Kennels is an elite, family-owned, bird dog training company located out in the rolling hills of northern Osage County, Oklahoma! They are my first client located in the state of Oklahoma, and how did they find me? Through a Google search—funny how that works sometimes!
Most Google inquires don't usually pan out, because they are typically spammers. But this one was so different. Ronnie and Susanna Smith, the newest generation to take the reins of Smith Kennels, were a perfect match for Branch.
It was so fun to get to know them, the history of their business, and what lies ahead for them in the future. I adore their southern accents and simpler way of life. And it was an honor to be their partner in rebranding their business.
Balancing the old with the new
One of the challenges with a rebrand is that Smith Kennels has decades of brand recognition that they did not want to lose. So we knew we didn't want to do anything too drastic. We wanted to simply give it an updated, refined look that will resonate with the next generation of hunters.
Brand Essence
During our brand strategy session, we refined Smith Kennels' brand story, values, voice, mission, market fit, and so much more. Brand keywords are a great way to get to the "essence" of a brand. For Smith Kennels, those keywords included:
Legacy
Integrity
Respect (for people and animals)
Educated
Approachable
Simple
Outdoorsy
Professionals
Project Details
We provided Smith Kennels with a full suite of branding and design:
Below is the curated imagery, or mood board, that inspired the design direction.
Behind the Design
In approaching the visual identity for Smith Kennels, we aimed to create elements that are both refined and simple. The color palette is a reflection of the nature and nostalgia customers experience when they bring their dogs to Prairie Hills Ranch where Smith Kennels is located.
The font in the primary logo has been customized with serifs that have a softer edge and the bar of the E’s and H have been lowered to give the logo a more grounded look. The logo font has been paired with a sleek, condensed typeface for use in subheadings and body copy to provide a balance of classic and modern styling.
A feather has been added into one of the submarks as an accent and a nod to the birds the dogs are being trained to hunt. Additional marks were added to give variety and depth to the brand.
Brand Patterns & Textures
We created two custom brand patterns for the Smith Kennels brand utilizing the feather icon, as well as their sub-logomarks for two options to incorporate into their overall visual identity. The patterns were provided in all of their primary brand colors.
Brand Colors
To maintain brand recognition, we didn't stray too far from the original color palette. We refined the brown and rust colors, and added in complimentary sage and tan shades.
I added sage as a color in the palette for a couple reasons. First, to added some depth to their visual identity. Second, as I was looking at the many (amazing!) photos that Susana has taken of the dogs training in the fields, there are a lot of sage green tones from the grasses, trees, and rolling prairie hills. I could see this color being portrayed throughout the brand's photography, even more so than through the visual graphics that we were creating.
During the brand strategy phase, I always research the psychology behind the colors to make sure that the impact they will have on our emotions aligns with how we want to impact and connect with the business's target audience. I study individual colors as well as how they interact with each other as a whole to determine a palette that has depth and meaning and stirs up feelings that perfectly align with the brand.
Black: elegance, discipline
Truffle: reliability, humility
Rust: earthiness, stability
Ivory: simplicity, peace
Sage: nature, balance
Branding Beyond the Logo
Once the logos and all visual elements were established, we created a variety of collateral pieces to ensure a consistent experience anytime someone sees or interacts with the Smith Kennels brand.
"Melissa recently helped us with a rebranding project. She was a blessing! She is professional, easy to work with, and did a meticulous job on everything. Every contact with we had with Melissa reflected the fact that she truly cares about her clients and their success. We are grateful to have found Melissa and hope to work with her on more projects in the future!" - Ronnie & Susanna Smith
If you are ready to give your brand a glow up, let's chat! Request a free call to learn how we can help you elevate your brand and your confidence as a business owner.
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