Maclaire Genetics
Branding & Design | Brand Identity
“We don't want a boring logo with a sheep on it.”
That was the brief from Ben and Lucy when they approached Elevate Marketing to create a new brand identity for Maclaire Genetics.
Bringing together two established sheep studs, La-Mac Hampshires and Lochaire Poll Dorsets, Maclaire Genetics needed a brand that represented their combined history, expertise and future direction.
The challenge was to create something that stood apart from traditional agricultural branding. An identity that felt rich in heritage, sophisticated and established, while remaining modern enough to stand the test of time.
The Goal
The vision for Maclaire Genetics was clear. Create a premium, timeless brand that felt like it had been around for generations.
Ben and Lucy were drawn to established brands like Barbour and Honest Wolf, taking inspiration from their strong visual identities, heritage influences and distinctive character.
Rather than following the typical approach to sheep industry branding, the goal was to develop an identity that communicated quality, tradition and professionalism without relying on obvious agricultural imagery.
It was equally important that the new brand acknowledged the coming together of two established studs, creating a unified identity they could confidently build on for years to come.
Our Approach
We approached the project with a focus on creating a brand that balanced tradition with modern design.
The creative direction explored classic typography, heritage-inspired detailing and a rich, considered colour palette to give Maclaire Genetics a distinctive presence within the sheep genetics industry.
A key part of the process was developing a recognisable brand mark that could stand confidently on its own, moving away from the predictable sheep illustrations and agricultural symbols often seen throughout the industry.
The compass-inspired design became a defining feature of the identity, complemented by refined typography and a carefully selected palette that brought warmth, depth and sophistication to the overall brand.
Every element was designed to work together, creating a cohesive identity that felt both established and contemporary.
What We Delivered
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Primary and Secondary Logos: A versatile logo suite designed for consistent use across digital and printed applications.
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Custom Brand Mark: A distinctive compass-inspired symbol to create a recognisable visual identity.
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Brand Colour Palette: A considered selection of rich, earthy tones and classic colours to reflect the brand's heritage and premium positioning.
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Typography: A refined combination of typefaces balancing traditional character with modern readability.
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Custom Brand Pattern: A heritage-inspired pattern adding another distinctive element to the wider identity.
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Brand Guidelines: A comprehensive guide to ensure the new identity is applied consistently across future marketing and branded materials.
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Brand Assets: Logo variations and export files prepared for use across a range of applications.
Building the Maclaire Genetics Brand
The finished Maclaire Genetics identity is about more than creating a new logo. It's about bringing two established businesses together under one recognisable brand while preserving the heritage that makes them unique.
From the compass-inspired mark and classic typography to the rich colour palette and custom pattern, each element was developed to give the brand a sense of history, quality and longevity.
The result is an identity that feels equally at home across farm signage, apparel, printed collateral and digital platforms, with the flexibility to grow alongside the business.
Most importantly, the finished brand reflects exactly what Ben and Lucy set out to achieve. Something traditional yet sophisticated, distinctive within the sheep industry and built to stand the test of time.
A project we loved bringing to life and a brand we're excited to see grow.
