ABCRA
Riding Into the Future:
A Bold New Identity for the Australian Bushmen’s and Campdraft Association.
Brand Startegy Workshop | Brand Narrative | Brand Identity | Brand Guide | Messaging | Brand Communication | Event Activation
The Project
For over 70 years, the Australian Bushmen’s Campdraft and Rodeo Association (ABCRA) has been the beating heart of rural communities, championing the heritage and thrill of rodeo and campdraft sports. But even a legacy this strong needs to evolve.
To secure its future and connect with a new generation, ABCRA needed more than a refresh, it needed a brand identity that could unite its members, competitors, and fans under one powerful vision.
Our Challenge
As Australia’s largest not-for-profit equine sporting organisation, ABCRA faced a pivotal moment: how to honour its proud history while engaging new audiences and ensuring long-term relevance.
The existing brand lacked the clarity and energy to inspire growth. The challenge was clear, create an identity that celebrates tradition yet speaks boldly to the future.
Our Approach
We started by listening. Through workshops and collaboration with ABCRA’s Executive team, Board, and key stakeholders, we uncovered what the brand truly stood for: community, heritage, and the spirit of competition. From these insights, we built a comprehensive communications and marketing strategy designed to reinvigorate the brand from the inside out.
Brand Messaging Persona:
Defined the tone, personality, and purpose to ensure every message resonated with members and newcomers alike.
Brand Identity Overhaul:
Delivered a modern, cohesive look and feel that honours ABCRA’s roots while positioning it for the future.
Brand Guidelines:
Created a clear roadmap for consistent application across all touchpoints, digital, physical, and experiential.
Website Development:
Designed and developed an intuitive website with a live result feed integration.
This wasn’t just a facelift. It was a strategic transformation to align ABCRA’s identity with its vision and values.
Our Result
A Reinvigorated Brand:
A bold, modern identity that reflects ABCRA’s heritage and future ambitions.
Unified Presence:
Consistent branding across all platforms, strengthening recognition and trust.
Branded Collateral:
A full suite of materials that connect
with members, competitors, and new audiences alike.
The new ABCRA brand doesn’t just look different, it feels different. It’s a symbol of pride, progress, and possibility, ready to carry the Association into the next chapter of its story.
