Case Study

Benny Binion's Buckinghorse & Bull Sale

Elevating the brand of a classic auction.


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.

Benny Binion's Buckinghorse and Bull Sale

Crafting the Brand

We wanted to create a bold logo with a clear informational hierarchy. “Benny Binion’s World Famous Bucking Horse & Bull Sale” is a lot to fit into a logo, but we pulled it off with style. The final logo was used on promotional materials, stitched into clothing, and displayed on the casino’s large outdoor display.

Promoting the Event

After crafting the logo, we designed a full set of promotional materials to match. We worked with South Point’s in house marketing team to get the job done right. Promotional materials included backlit signage, slot machine toppers, an auction program cover, and more.

Promotional Signage Designs

Hotel & Casino Signage

Here are a few photos of our work in action. The event was a huge success, and both the event staff and the South Point team were pleased with our work.

Hotel Signage Photo
Casino Signage Photo

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