Branding

Brand is the emotion a person feels when they experience it. It is not the logo, product, tagline, service, business or organization. Those are tangible assets. It’s what people feel (good or bad) about it.

ST. MARTIN PARISH / ORIGINAL LOGO DESIGN

A storyteller and top creative talent brings a brand to life.

KODY CHAMBERLAIN

I have a vivid memory of being a little kid of no more than eight years old. I was standing on a wooden chair stirring my grandmother’s roux (which is actually quite dangerous), and listening to them speak French at the kitchen table (which could be equally as dangerous). I knew very little about what it meant to be Cajun, or the rich and fascinating heritage that came with it. For me, it was simply the food, language, music, and culture of my family. Looking back, I now see it as a deep and rich connection to my parents, grandparents, extended family, and to my ancestors.

I’m no historian, but I’ve read about the Seven Years' War and The Great Expulsion (1755 – 1764), as well as a bit of an apology from the Queen. More on this incredible slice of history here, here, and here. From ‘Cajuns’ by Shane K. Bernard:

Cajuns are the descendants of Acadian exiles from what are now the maritime provinces of Canada—Nova Scotia, New Brunswick, and Prince Edward Island—who migrated to southern Louisiana. Today they reside primarily in a twenty-two-parish region of southern Louisiana known as Acadiana.

The Acadiana journey was brutal. Families were forever broken, lives were lost, and an entire group of people had to start over with next to nothing. But from that darkness came a new light. A people and a culture, reborn like a phoenix.

That incredible journey was the lone source of inspiration for this particular design, and in particular, the map sketch where I discovered the implied “M” shape that became the core of this design.

Enjoy!

— Kody Chamberlain, September 12, 2022

A very special thank you to Laci Laperouse at St. Martin Parish for trusting me with this design, and to Julie Calzone for bringing me aboard.

Stewards of the Louisiana Horse

Founded in 1963, the Louisiana Thoroughbred Breeders Association supports the breeding and racing of thoroughbred horses in the region. The group promotes the industry by sponsoring races and sales, as well as managing breeding programs. The website displays information on leading sires, champions, and organization activities. Visitors can explore the Louisiana Horse Magazine section for news, articles, and seminars.

Calzone is the long time agency of record for the Louisiana thoroughbred breeding and racing industry. The firm promotes the whole life cycle from breeding, birth, sale and the racing of Louisiana bred champions world wide. The firm has helped grow the horse industry to a $2.5 billion dollar economy for the state.