“Feeding cattle teaches you a lot about life… And you discover it takes more than just feed. It takes nourishment.”

Cobalt Cattle became the third largest cattle feedyard operator in the US as a result of multiple acquisitions and mergers in 2020. Previously operating under a legacy name, the new owners had a deadline to register and introduce a new name and identity.

Driven by values

In a category that is typically defined by tight margins, accelerated growth and volatile market forces, the new ownership of Cobalt Cattle stood for something different. They embraced their role as environmental stewards and for the ethical treatment of the animals in their care. They understood their roles in supporting the communities of which they were a vital member. But above all, they recognized their success was rooted in their people. And that recruitment was a key ongoing challenge.

Approach: strategic insights to define the brand

The first step in creating the new identity was to define the brand position. Using a FourSquare methodology to articulate and define the brand truths, the core insight was that while they were growth experts, they feed the growth of so much more than just cattle. It is captured in the mutual interdependence of people, cattle and communities. This position spoke directly to the aspirations of current and future employees.

Exploring Names

A comprehensive competitive and adjacent category audit informed Naming Territories to explore that would align to the brand truth. Names were scored against the defined set of values until a shortlist was presented to a core group of employees for their final validation.

Introducing Cobalt Cattle

Designing the Brand Identity

Leveraging the themes of color, strength and elemental power, designers were briefed to develop the identity and style for the brand. The interconnecting ‘C’s’ were evocative of staples used in securing boundary fences on ranches, another symbol of strength, security and responsibility.

Building a recruitment strategy

Subsequent to launching the brand in November 2021, a new corporate website was launched to communicate the values and purpose of the brand. The key focus was as a recruitment tool with a CX journey directing visitors to available positions and demonstrating their culture.