StockLive
Haddon Rig
Building the Future of Merinos.
Brand, photography, video and a new digital home for one of Australia's most storied Merino studs.
Brand, photography, video and a new digital home for one of Australia's most storied Merino studs.
Haddon Rig has been breeding Merinos on the Macquarie since 1882. Over 110 years of stud history, the world record Peppin price, the first cloned sheep, the first private artificial breeding centre in Australia, all sit behind the gate at Marthaguy.
OGA Creative partnered with the Falkiner family to translate that legacy into a modern brand and digital platform, one that holds its weight against the data, the science and the breeding gains the operation is delivering today.
The brief was to honour 140 years of pedigree without leaning on it, and to build a presence that buyers, classers and the next generation of woolgrowers can trust on first impression.
Few Australian studs carry the weight of Haddon Rig's history, and few have more to lose by getting the brand wrong. The job was to keep the gravitas while shedding anything that felt static, ceremonial or tired.
We rebuilt the visual system around confident typography, a restrained palette and photography that puts the country and the sheep at the centre. The marks scale cleanly from a sale catalogue cover to a fence sign to a phone screen, and they read as serious without trying to look old.
Every touchpoint, from the ram tag to the annual sale book, now sits inside one consistent kit. One brand, applied with the same discipline the stud applies to its breeding decisions.
Haddon Rig's edge is balance: heavy-cutting wool that is still finer than industry, growth and carcass gains, fertility, and rapid progress on welfare traits like Early Breech Cover. That story is told in numbers, and numbers need a clear stage.
We built a new website that organises the breeding philosophy by trait, gives the September sale, sires and flock rams their own room, and lets buyers move from headline performance to underlying ASBV data without losing the thread.
On-property photography and video were captured across real working seasons rather than staged set-ups, classing, joining, shearing, the long view from the ute. The result is a digital home that earns the same trust the rams do at sale time.
Haddon Rig now presents the way it operates: data-driven, deeply rooted, and unafraid to set the pace. The brand and website match the ambition of the breeding program, and give the team a platform to communicate gains as quickly as they make them.
Buyers get a clearer view of what the rams will do for their flock. The team gets a consistent system for sale catalogues, advertising, social and signage. The next chapter of one of Australia's most important studs has the brand to carry it.
It is the kind of work we are built for: long-running operations with real heritage, real numbers, and a real reason to lead.
A few projects where this discipline carried the work.
Work with us if average isn't your thing.
