Phase 1
While we have successfully Owned the spotlight, we still lack a distinctive visual asset that consumers
can instantly associate with the brand. To create long-term recall, we need an ownable visual device that becomes
synonymous with the brand. And what better spirit animal than the one that's been in our logo all along,
The horse. By bringing it to the forefront, we transform it into a powerful brand icon that embodies
confidence, freedom and control, the very essence of Take the Reins.
Phase 2
