Hamagami/Carroll, Inc.

Grand Meadows	GM Brand Identity	10/23/2008
Grand Meadows
GM Brand Identity Grand Meadows, a market leader in equine supplements, faced rapidly increasing competition and needed to expand their customer base from competing equestrians only to a broader base of recreational riders. Quite a challenge, given the seeming diversity of the two groups. HCI answered by redesigning Grand Meadows brand architecture from the ground up. We began by developing a new messaging strategy that reaches their audiences’ emotional touch points, refreshing their logo, redesigning their packaging architecture and web site with a powerful brand look and a clear system to differentiate product lines. Then, building on findings from our extensive research, we then created an ad campaign that spoke to the emotional connection between horse and owner. The result: product inquiries up more than 600%, and brand awareness and product-quality perceptions were up +35% immediately.