Making the ASI Brand Easier for Producers to Recognize and Trust
The American Sheep Industry
The American Sheep Industry Association is the national voice for U.S. sheep producers working across policy, animal health, domestic and international markets, and industry coordination. The work was strong, but the way ASI showed up publicly didn’t always reflect that strength.
ASI’s identity wasn’t built as a cohesive system. The organization relied on an icon with inconsistent lockups, and communications didn’t feel unified making it harder for members and partners to quickly recognize official ASI information and understand the value being delivered.
Field First led a member-informed brand evolution refining the core mark into a flexible logo system, establishing a clear color palette and visual standards, and rolling the refresh out across key touchpoints. The result: a more consistent, credible presence that helps ASI better represent the work it’s doing for sheep ranchers nationwide, without losing the equity members already recognize.
Denver, CO
Services: Brand Development, Content Marketing, Digital Brand Sculpting, Internal Communications, Media Relations, Print, Project Management, Research & Planning, Social Media Management, Stakeholder Engagement, Strategic Planning, Naming
How It's Going
30%
Bigger Print Magazine Publication
4x
More Content Volume Published per Quarter
~150
Stakeholder Responses Gathered to Inform Brand Direction
95%
Increase in Organic Facebook Views
300+
Photos Captured at Industry Convention for Coverage + Content
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