Danny Harms, partner at Studio DNVR
Jay & Jillian Coussens, owners of White Bison Ranch
White Bison Ranch—name after its herd of white bison—is located in Athens, Texas. They raise and sell grass-fed, pasture-raised bison and other animals to customers.
Jay and Jillian reached out to Studio DNVR to help them brand their new business venture. They wanted their brand to represent their own Texas ranch aesthetic preferences and appeal to others in the same circles.
Jay and Jillian hired to Studio DNVR to design a new brand identity for their ranch. In addition to their bison and cattle herd, White Bison Ranch raises chickens, goats, and other animals and sells eggs, milk, and other meat and dairy products.
To begin, the clients completed my brand questionnaire and I met to discuss their answers. This helped me discover their target market, what makes their company unique, and where they want to take the company in the future.
I researched other brands in their market and created a competitive analysis. From these insights, I determined a strategy and creative direction.
After determining a strategy and conducting a competitive brand analysis, I assembled curated visual moodboards from inspirational examples in use by other brands in a wide spectrum of different styles.
I met with the client and discussed their thoughts about the moodboards, which helped me quickly determine their preferences, surface insights, and identify the essence of their ideal brand.
As it is the company's namesake, Jay and Jillian wanted to use the ranch's white bison herd as inspiration for the company logo.
The bison themselves—iconic and majestic animals that they are—and the ranch's Texas landscape gave us a lot of inspiration from which to work.
I start my design process by quickly brainstorming, sketching, and exploring lots of ideas.
Then I refined the strongest sketch concepts into vector artwork, and continued to review and revise through rounds of design.
The collaborative creative process undertaken alongside the client helped guide me to the final approved primary logo design.
I expanded the primary logo design to include alternate logo variations that are optimized for a variety of placement constrictions (such as embossing or embroidery).
This flexible logo system offers a robust toolkit to help those who work with the White Bison Ranch brand.
To complete our logo and brand identity package, I designed the brand’s visual elements, including the color palette, brand typefaces, usage guides (safe margins, sizing guide, incorrect usage), and image file explanations.
I then assembled a set of brand guidelines to help White Bison Ranch communicate a professional and consistent brand identity across all customer touchpoints.
