Ag Sector Graphic Design & Email Direct Marketing Project
Graphic Design Client Case Study
Kidman Angus
Their annual sale attracts repeat buyers, but when it came to promoting that sale and sharing their story, they wanted a hand.
The Challenge
Kidman Angus first approached me in 2023 to design and write their sales email newsletter. They’d noticed many studs were using email as part of their marketing and felt it was something they needed to start doing too.
What began as a simple electronic direct mail (EDM) quickly evolved into a longer-term collaboration to help them present a more professional, consistent face across their advertising and communications.
The Work
For the past two and half years, I’ve worked closely with Randall to design, write and send regular EDMs to their growing email list in the lead-up to their annual bull sale.
These emails go out over a 4–5-month period each year, and include sale and open day announcements, bull previews, and industry insights – always written in the straight-talking tone that Kidman Angus buyers appreciate (often with a few of Randall’s best puns thrown in!).
Beyond the emails, I’ve designed their print ads, photographed their 2023 and 2024 bull sales (capturing the people and the bulls), interviewed buyers at the annual sale, and contributed to their broader communications and marketing strategy.
The goal is simple: to tell the Kidman Angus story well – clearly, consistently and professionally – and to reflect their passion for productive bulls and their dedication to the industry.
The Impact
Email open rates have consistently outperformed industry averages, and buyer feedback has been clear — the emails are relevant, timely and to the point.
As Randall puts it:
“Danielle helps us structure our information and create a clear, professional way to get our message out to clients. Her eye for detail helps us keep the one percenters in check.”
While Randall isn’t one for many formal testimonials, the fact that he keeps coming back year after year says plenty.
Ag Sector Graphic Design and EDM Project
Graphic Design and Email Direct Marketing for Kidman Angus
What I love about this
I love working with ag businesses to help them tell their story well.
Randall and Kylie are exceptional at what they do, and incredibly passionate about their bulls, but they don’t always find the selling part easy.
That’s where I come in. I bring clarity, professionalism and a bit of spark to their communications, so they can simply focus on what they do best: breeding great bulls.
