Calibre is an equestrian ranch which breeds and sells Friesians. The challenge was to create a memorable, unique, branding system to communicate clearly to their audience their values and identity. I researched and defined the audience for this equestrian ranch brand and chose to target upper-class adults. From mind mapping, one of the ideas that stemmed forth was power. My goal to communicate power, quality, reliability, and prestige was achieved through the mark, contrast, type, “whitespace,” and name.