Benny Binion’s Bucking Horse & Bull Sale is an annual livestock auction held at the South Point Hotel, Casino & Equestrian Center in Las Vegas, Nevada. During this event, they “buck” the livestock, before auctioning them off shortly after. This is one of the largest livestock auctions in the country, attracting ranchers and spectators from all over the U.S.
The classic auction lacked a consistent brand identity. Each year the event was promoted with different branding, squandering any brand awareness they had built the prior year. Our main challenge was to create a bold, lasting brand identity that fit this classic auction. We also needed a program cover, signage, and various promotional materials to be placed around South Point’s campus. We worked closely with event staff and South Point’s in-house marketing team to get this project done right.
Event photographs were captured by Greg Miller Photography.