Hillcroft Farms

Setting the standard in shedding genetics.

Strategy, brand architecture, identity, website, content, photography, video, print and marketing for Hillcroft Farms, home of the UltraWhite shedding breed in Western Australia.

Hillcroft Farms is a three-generation family operation near Popanyinning in Western Australia, and the home of the UltraWhite, the shedding breed Dawson Bradford set out to build in 2005.

Twenty years on, Hillcroft is the breed's leading producer, with a 47th annual Production Sale, a flock scanning at 150% and a clear case for why commercial producers should make the switch. OGA Creative partnered with the Bradford family to make that case, taking on the whole job: strategy, brand architecture, identity, website, content, photography, video, print and marketing.

The brief was to position Hillcroft UltraWhites as the next standard in Australian shedding genetics, and to give every producer, from the first-time buyer to the large commercial flock, a clear path to the right ram.

Aerial view of a large Hillcroft UltraWhite mob on golden stubble beside a farm dam

Hillcroft Farms social tile reading Genetics Backed by Data over UltraWhite sheep and a stockman

Hillcroft brochure cover promoting high performance shedding genetics for modern prime lamb production

Hillcroft Farms website homepage shown on a laptop against a navy background

Hillcroft Farms business cards in navy and white with the quartered farm mark

Hillcroft 2026 Annual Production Sale catalogue cover with welcome and genetic trend spreads

Mob of shorn Hillcroft UltraWhite sheep walking toward the camera across a dry paddock

Hillcroft stockman in an Akubra walking through dry pasture with a red working dog

Overhead drone view of an UltraWhite mob circling on a golden paddock

Hillcroft UltraWhite mob walking across native pasture toward the rising sun

Strategy & Brand Architecture

Australia's lamb industry is changing. Labour is harder to find, wool returns no longer justify the work and welfare expectations keep rising. More producers are rebuilding their flocks around shedding genetics, and Hillcroft had two decades of data ready to meet them.

We started with the buyer. The strategy maps the journey from a producer who is new to shedding, to one ready to transition, to one looking at rams, and defines what each of them needs to hear before they commit.

Brand architecture then gave the business a clear structure. Hillcroft Farms sits as the master brand over a whole-farm system of cropping, pigs and sheep, with Hillcroft UltraWhites and the Australian-first HFplus line beneath it. Three breeding pillars, Fertility, Structural Soundness and Proven Genetic Progress, became the backbone of every message, each one a commercial truth backed by the data underneath it.

Identity, Website & Content

The new identity is built around a mark that brings the whole farm into one symbol: grain, pigs, sheep and genetics, quartered into a single circle. A navy and teal palette and strong condensed typography give it the confidence to hold a sale catalogue cover, a business card or a phone screen.

The website works as a guided path rather than a brochure. Producers new to shedding start with Why UltraWhites, move through How to Transition and land on the sires, with every claim tied back to LambPlan data and genomic testing. The Production Sale gets its own home, bringing the catalogue, lot videos and bidding options together in one place.

We wrote the content across the site, telling the story of the Bradford family and the breed, and explaining fertility, structure and genetic progress in the plain language commercial producers actually use.

Photography, Video & Print

Our photography and drone work across Hillcroft country shows the flock the way buyers need to see it: structure, conformation and scale, from the ground and from the air. Video carries it further, from the brand loop on the homepage to the 2026 ram presale walkthrough that gives online bidders a proper look at the draft.

In print, we designed the 48-page 2026 Annual Production Sale catalogue. 250 lots are laid out with colour-coded ASBV percentile bands, and genetic trend charts show the program's progress trait by trait. A companion brand booklet does the same job for producers still weighing up the switch.

Social campaigns and sale emails keep the whole program moving toward sale day, with one consistent voice from the first carousel post to the fall of the hammer.

The Next Standard

Hillcroft now presents as what it is: the leading producer of a breed it built from the ground up. One brand runs from the website to the catalogue and from the social feed to the sale shed, and every touchpoint points producers toward the same decision.

For the 2026 Production Sale, buyers get the catalogue, the presale walkthrough and individual lot videos in one place, whether they bid on farm or live through AuctionsPlus.

Strategy, brand, digital, film and print were built together by one team, so the story holds together wherever a producer meets it.

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