League of Agricultural and Equine Centers
Before the League of Agricultural and Equine Centers could grow its membership, launch a PR campaign, or market its Symposium to a national audience, it had a more fundamental problem to solve. Twenty years of volunteer-driven leadership had produced a non-profit organization with real value and zero unified voice.
Board members held competing opinions about who the League served and why. Marketing materials were built by whoever had time, in whatever fonts and colors felt right that day. And without a shared foundation, every outward-facing effort — every pitch, every email, every membership conversation — was starting from scratch.
At Cue, we believe brand strategy and organizational clarity aren't design projects. They're the infrastructure that makes every other marketing investment work. Before a single press release was written or a Symposium asset was built, we did the harder work first: uncovering the shared purpose, aligning leadership around a unified direction, and building a brand identity that the entire League could hold, use, and grow from.
The Shift That Mattered Most
The League didn't have a marketing problem. It had a clarity problem. And clarity problems can't be solved with better graphics or a louder campaign. Executive Administrator Dana put it plainly: before this work, inconsistency prevailed — not just in visuals, but in opinion, purpose, and direction. What Cue built wasn't a brand book. It was a common denominator that every board member, committee volunteer, and new members could rally around and articulate for themselves.
As Executive Administrator, Dana Jensen described it: "The Identity Deck is a northern star for the League, truly. You can hold it in your hands, email it to the newest board member, draw language from it quickly and deliver it succinctly and clearly to anyone you encounter. It raises the confidence of any League advocate speaking in favor of the Association — and it provides the common denominator that all members can rally around."
Once that foundation was in place, the path forward became clear — including the recognition that the League's visual brand needed a professional redesign to match the organization it was becoming. Cue recommended bringing in a brand designer to complete the transformation, ensuring the identity work would show up in the world the way it deserved to.