Boehringer Ingelhiem

Minneapolis

2022

After four years running creative for Boehringer Ingelheim's Cattle First platform, they opened the business back up to an RFP. We repitched, and won. My role was to establish a new visual language through typeface selection, custom iconography, and overall art direction for image and video storytelling, evolving the brand without abandoning what made it work. The platform was built around the resilience of the cattle industry—a quality made visible during the pandemic, when the cattle community kept showing up and putting Cattle First.

Open magazine on a white surface, showing a black-and-white portrait of a woman on the right page and a cow's face on the left page.
An open magazine the pages showing a person walking outside on a snowy day, with text about cattle farming and a company logo in the top left corner.
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Three digital advertisements for Boehringer Ingelheim animal health featuring black and white photographs of cattle and a farmer. The first ad shows a close-up of a cow's face with the text "Cattle First. Because no other words work as hard." The second displays a man's face with a cowboy hat, with the text "Cattle First. Two words, infinite possibilities." The third features a side profile of a cow, with the text "Sometimes, there's only one thing to say. Cattle First." All ads include product logos and brand names at the bottom.
Two vertical banners for Boehringer Ingelheim's Cattle First campaign. The left banner features a close-up of a person wearing a headlamp, looking into the distance, with white text on a dark background emphasizing care and actions for cattle. The right banner shows a person on horseback herding cattle, with text about reserving words for a certain way of living, emphasizing the phrase "Cattle First".

The team

Senior Art Director Alex Bausch
Senior Copywriter Catherine Retica
Creative Director Greg Dutton
Photographer | Videographer Geoff Johnson
Video Editor Nick Gumm

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