Brand evolution, digital support and ongoing creative partnership
What started as a request for branded merchandise grew into an ongoing creative partnership supporting the evolution of King Barrel Racing into King Saddle Co.
Working alongside Yarnie through multiple stages of business growth, we have developed and refined the brand identity, created merchandise collections, built supporting business resources, rebuilt the website, and continue to provide ongoing creative support as the business evolves.
This project is a great example of how branding doesn’t always happen in one step. As a business grows, the brand needs to grow with it - creating consistency, clarity, and a stronger foundation for the future.
Project Snapshot
Client: King Saddle Co
Project: Brand evolution, digital rebuild + ongoing creative support
Focus: Creating a cohesive brand system that could grow alongside an evolving western business.
Deliverables:
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Logo refinement and brand development
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Complete branding suite
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Merchandise design and production support
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Website rebuild
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Online store updates
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Business documents and customer resources
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Ongoing website and design support
Building The King Brand
Yarnie first came to me while operating as King Barrel Racing, looking for branded merchandise.
The initial goal was creating apparel that represented the brand and could be worn by riders, supporters, and the wider barrel racing community.
As we worked through the merchandise designs, we identified an opportunity to refine the existing logo and create a stronger visual foundation for the business.
The goal was not to completely change the brand, but to strengthen what was already recognised - keeping the signature crown, colour palette, and western identity while creating a cleaner and more consistent look.
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A Brand That Evolved With The Business
As King Barrel Racing continued to grow, the visual identity evolved with it.
The logo was refined into a stronger, more balanced design that could work across merchandise, digital platforms, and marketing materials.
As the business expanded into lessons, clinics, and eventually custom saddles, the branding adapted again - leading to the transition into King Saddle Co.
Rather than starting from scratch, we maintained the recognizable elements customers already connected with while creating a new identity suited to the next chapter of the business.
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Creating A Complete Brand System
Beyond the logo, a full branding suite was created to help maintain consistency across every part of the business.
This included:
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Brand colour palette
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Font selections
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Logo variations
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Supporting brand elements
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Design direction for future content and merchandise
The purpose was to create more than just a logo - it created a framework that allowed King to present a consistent and professional brand across apparel, online platforms, marketing materials, and future growth opportunities.
Extending The Brand Through Merchandise
With the refreshed brand direction established, we continued developing branded merchandise to help strengthen the connection between the business and its community.
This included:
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T-shirts
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Hoodies
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Jackets
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Vests
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Sunshirts
Each piece was designed to maintain consistency with the brand identity while creating practical, recognisable products for riders, clients, and supporters.
Creating A Digital Home For Growth
The next stage was rebuilding the King Saddle Co website and online presence.
The focus was creating a website that better reflected the quality of the brand while making it easier for customers to understand the products, services, and processes behind the business.
The website was restructured to support:
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Custom saddle enquiries
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Saddle information
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Products and merchandise
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Clinic bookings
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Educational resources
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Customer information
The online store and website were developed as tools to support the business, not just as an online brochure.
Creating A Brand System
As King Saddle Co developed, the focus expanded beyond visuals.
To support the growing business, I helped create a range of supporting resources including:
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Customer documents
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Business forms
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Policies
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Website content
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Supporting information resources
These pieces helped create a more organised and consistent experience for customers while supporting the day-to-day running of the business.
Rebuilding The Digital Experience
As the business moved into custom saddles, the website needed to better represent the quality of the brand and support the customer journey.
The website was rebuilt to create a clearer online experience across:
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Custom saddle information
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Product offerings
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Online store
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Clinic bookings
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Educational resources
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Customer enquiries
The goal was to create a digital home that didn’t just showcase the business, but helped customers understand the products, processes, and next steps.
Ongoing Creative Partnership
Building a brand does not stop once the logo is finished or the website goes live.
As King Saddle Co continues to grow, I continue supporting the business with:
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Website updates
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Online store management
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New product launches
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Design requests
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Creative direction
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Brand consistency
This ongoing partnership allows the brand to continue evolving while maintaining a strong and recognisable identity.
The Outcome
What began as a simple merchandise request has grown into a long-term creative partnership supporting the evolution of a western business.
From refining the original King Barrel Racing identity, to developing King Saddle Co, rebuilding the digital presence, creating business resources, and continuing ongoing support - every piece has been built with the same goal:
Creating a practical, cohesive brand that can grow with the business.