The American Royal is a non-profit organization based in Kansas City since 1899. They provide opportunities for youth and adults from around the country to compete in our Livestock Show, ProRodeo, and Horse Shows. Many people know them for their World Series of Barbecue®, which is actually their largest fundraiser.
A new year presented the opportunity to design a new American Royal campaign look to encompass the Barbecue, Rodeo, Parade, Horse Show, Livestock show, Website and more. Some of the challenges was creating an adaptable and usable design for the long term that attracts a young professionals and families but also pleases American Royal stakeholders. I designed a new and modern look with an “Americana” flair. Each concept started with an icon, color, and pattern for each event to set it apart.
The new campaign showed the American Royal is very much alive with excitement and fun. Clever headlines and new images helped convey the American Royal is an authentic, a beloved Kansas City treasure.
