Two proposed creative platforms for the rebranding of American Breeding Services (ABS), the global leader in bovine genetics.
The first approach features captivating statistics that positively differentiate ABS in visually engaging, infographic-inspired visuals. The clean, contemporary designs — something rarely seen in competitor materials — helps perpetuate our confident position that ABS is a cut above the rest.
The second approach celebrates the passion and pride that our target audience has for the work they do. Stark, dramatic photography elevates them as the hero and conveys the admiration ABS holds for their profession. Strong, supportive headlines and an empathetic copy tone connect with them through an assurance that we understand and appreciate what they do, and we’re dedicated to helping them succeed.
BETTER THAN THE REST
Creative Direction / Art Direction: Scott Lawson
Copywriting: Brandon Miller, Adrienne Nienow, Scott Lawson
NOBILITY OF THE PURSUIT Creative Direction / Art Direction: Scott Lawson Copywriting: Brandon Miller