JARIPEO Y BAILE
Wild Horse Pass ยท Event Branding
Wild Horse Pass ยท Event Branding
The Brief
Wild Horse Pass was hosting their first-ever Jaripeo y Baile and needed the branding to feel authentic to traditional Mexican jaripeo culture, not a generic "Western event" treatment. Getting the cultural details right was non-negotiable if they wanted to earn trust with the audience they were trying to reach.
Wild Horse Pass was hosting their first-ever Jaripeo y Baile and needed the branding to feel authentic to traditional Mexican jaripeo culture, not a generic "Western event" treatment. Getting the cultural details right was non-negotiable if they wanted to earn trust with the audience they were trying to reach.
The Challenge
Required real cultural fluency. The brand needed to signal authenticity immediately to a community that would know right away if it felt off, while still working as effective event marketing to drive ticket sales.
Required real cultural fluency. The brand needed to signal authenticity immediately to a community that would know right away if it felt off, while still working as effective event marketing to drive ticket sales.
The Approach
I worked closely with Wild Horse Pass throughout the process, consulting on cultural details to make sure the visual identity and logo genuinely reflected traditional jaripeo, rather than a surface-level interpretation of it.
I worked closely with Wild Horse Pass throughout the process, consulting on cultural details to make sure the visual identity and logo genuinely reflected traditional jaripeo, rather than a surface-level interpretation of it.
The Outcome
The event sold out. It successfully reached a new audience for Wild Horse Pass, and there's already talk of bringing it back for a second year. a strong signal that the branding did its job of building trust with the right crowd from day one.
The event sold out. It successfully reached a new audience for Wild Horse Pass, and there's already talk of bringing it back for a second year. a strong signal that the branding did its job of building trust with the right crowd from day one.
