Rebranding a leading stud farm.

How we shaped a formidable brand identity for a Thoroughbred industry leader.

What we did

Account Management
Consumer Research
Brand Strategy
Campaign Concept
Creative Direction
Branding Identity and Design
Art Direction and Design
Photo/Film Direction
Digital Strategy
Website Development
Mobile App Development
Integrated Media Strategy
Integrated Media Planning and Buying
Consolidated Reporting
Social Media Strategy
Content Calendar


When marketing to an audience of around 5,000 people worldwide, where everybody knows everybody, authenticity is crucial. Breeders know that Lane’s End is as one of the world’s premier stud farms. They respect the leadership of its founder, Mr. Farish. And they trust that doing business with Lane’s End is a smart investment.

But what the farm needed was an emotional appeal. Lane’s End needed to be able to tell its story in an impactful and unexpected way, touching on the underlying motivations and needs of horsemen in the industry.


We set out to evolve a brand identity that better reflects the power, stability and expertise that Lane’s End offers. We wanted to capture and romanticize the beauty of the farm and the Thoroughbreds that run between its fences.

As we dug in and discovered a new way to express the brand, we found opportunities to market Lane’s End in bold and memorable ways. From guerrilla marketing with valet takeovers during Keeneland’s September Sale, to national TV on NBC Sports during the Breeders’ Cup World Championships, we’ve helped Lane’s End build the kind of top-flight brand that is seldom seen in the Thoroughbred industry.


Designed on a stable, straightforward foundation, the Lane’s End logo was set in a clean, confident extended typeface to feel both strong and fast. The farm’s signature icon was redesigned to emulate their jockey silks and centered to show balance and upward trajectory. The simplicity of the design came to life perfectly for both farm signage at the sales, and for branded apparel to show a strong and unified team.

In a brand film, we told the story of the farm using Mr. Farish’s words. Striking cinematography showcased the spectacular scenery, the precision and expertise of the Lane’s End team, and the power and ferocity of the stallions that stand at this remarkable farm.


Sam Harte, Account Planner

“The Lane’s End brand is synonymous with decades of success. What the Farish family, and their experienced team at Lane’s End, have achieved over the past five decades is truly remarkable. Cornett takes serious pride in our achievements on this brand, always challenging the status quo of the Thoroughbred industry while continuously raising the bar. For me personally, managing the Lane’s End account is an honor. Having experienced the industry both here in Kentucky and back home in Ireland, I have a great appreciation and respect for the Lane’s End brand and its perception around the world.”

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