A tale of two crests.
From the lazy flow of Rocky Creek on Shield Ranch to the amped energy of Q2 Stadium’s south end during an Austin FC match—April 23, 2022 was a day of massive contrast and deep immersion.
It’s 1:00 PM and limestone crackles under bicycle tires, cyclists inhale the scent of sunbathed cedar while climbing a steep pasture road. Stopping at a high point on the ranch, we look to the horizon. Visible, 18 miles due east, is the top of the Independent tower in downtown Austin. Directly behind us, hundreds of homes hover over Hamilton Pool Road held at bay only by the conservation easements we stand upon. This resting point on our interpretive bike ride is a moment to observe and consider the work of the Shield Ranch Foundation.
Just four years earlier, we met in their historic ranch house with staff, partners and two generations of the family to explore, “How might we define Shield Ranch branding in a way that positions the Ranch to become an icon of Hill Country land stewardship, land and water conservation, and a provider of nature immersion experiences?” The process led to the creation of brand defining artifacts. The Painted Bunting, featured in the crest logo the Butler studio team designed, is an icon of a healthy hill country landscape. And the work of the foundation is about holding a space and doing “Wild For Good” for generations to come. It's work their team does with heart, soul and extreme intention everyday. And work we have joined not just as consultants and contractors but also as campaign steering committee volunteers as they seek to raise funds for the creation of The Campsite at Shield Ranch.
It’s now 7:30 PM and as a rare quiet moment descends, so do thousands of hats that are stitched with emblems of intertwined oaks holding a symmetrical canopy of branches. The national anthem sung, a drum beat thuds into the chests of a sold-out crowd. Boom. “Listos!” Boom boom. “Verde!” The capos in the south end supporters section guide the faithful in the chant. The players await the first whistle but the fans, already well-lathered, are deep into the match and will certainly revel in local breweries and Twitter streams until the wee hours.
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Three years prior we stood in Mercury Hall surrounded by live oaks, and considered “How might we develop a brand identity for an MLS team in a way that truly amplifies Austin so that city will rally around the team for reasons bigger than sport.” The live oak tree became the central focus of our brand development efforts (a story which is laid out in fun detail here.) The core idea centered around a narrative of growth, of adding to the legend of a city. The club crest embodied this with a representation of Austin’s oldest and most enduring living thing, Treaty Oak. Something that could truly stand for all of Austin. And today our club is a new icon for Austin; leading the MLS in merchandise sales, consecutive sell outs, and being ranked second as a brand that best represents Austin, tied with Austin City Limits.
When setting out to define a brand, to help create value for an organization, it begins with intention setting. What is the opportunity or challenge that needs to be solved for? How will value creation be measured? The answers to these questions are as unique as the people who respond to them and the organizations they lead. Ultimately that value is something you can experience dimensionally and in those moments there is space not just for feelings of accomplishment but also of gratitude and wonder.
April 23, 2022 was a long day of experiencing the deep value of brands the Butler studio team helps develop from quiet intentions into exuberant experiences. Any day you end with tired legs, a hoarse voice and a grateful heart is a good one.
CEO, E4 Youth
2yGreat work.
Helping leaders on the sunny side of the business create great change
2yNot Bros...Pros.
Learning Experience Designer specializing in Instructional Design and collaborating openly and effectively with people at all levels in the organization.
2yYou always provide wonderful insights on the process. Thank you.
Commercial Real Estate Strategic Planning & Advisory ≫ ✯ Development Consultant ✯ Community Activist
2yExceptional work Adam. Thank you for sharing.