Pronghorn Branding, Strategy & Digital Experience

Client

Pronghorn

Location

Atlanta, GA

Year Complete

2022

Website

pronghorn.co

Industry

Spirits & Alcohol

Services

Branding

Digital

Strategy

Go Far. Fast.

Before Pronghorn became one of the most influential organizations in the spirits industry, it began as a bold vision to create lasting opportunity for Black founders, executives, and entrepreneurs. Tantrum worked alongside founders Dia Simms and Erin Harris from the very beginning, helping shape the original pitch that introduced the idea to Diageo before developing the brand identity and digital experience that would carry the mission forward.

Like the animal that inspired its name, Pronghorn wasn't built for a sprint. It was built for the long run.

Built for the Long Run

Named after North America's remarkable pronghorn, an animal known for sustaining extraordinary speed over great distances, Pronghorn was created to transform representation within the spirits industry through long-term investment rather than short-term initiatives.

Building the Foundation

The work expanded from strategy into a complete identity system that established Pronghorn's voice, visual language, and digital presence. Every touchpoint reflected the organization's ambition: bold enough to challenge an industry, sophisticated enough to engage global partners, and approachable enough to inspire the entrepreneurs it exists to serve.

Tantrum Agency social content for Pronghorn supporting opportunity and representation in the spirits industry

Pronghorn branded coaster featuring the visual identity created by Tantrum Agency

Tantrum Agency content for Pronghorn featuring branded event photography and guests celebrating together

Pronghorn branded envelope and stationery featuring the identity created by Tantrum Agency

From Vision to Impact

Since its founding, Pronghorn has grown into one of the industry's most influential organizations, supporting entrepreneurs, developing emerging brands, and helping create new pathways into leadership across the beverage alcohol industry.

// Economic Value

$428M

Achieved to Date

// Economic Value

+18%

Ahead of Pace

// entrepreneurship

39

Spirits Brands Invested

// employment

542+

Professionals Trained/Hired

Pronghorn

“We built Pronghorn on the belief that when you put purpose and profits to work, the upside is enormous. This is not a social mission. This is good business.”

Dia Simms

Co-Founder & Board Chair • Pronghorn

Pronghorn digital content by Tantrum Agency shown on a mobile phone

Brand Video

A ten-year initiative designed to create meaningful economic opportunity by investing in founders, cultivating leaders, and building long-term representation throughout the spirits industry.

Media Placements

Every Legacy Has a First Chapter

Tantrum was there at the beginning, helping shape the original pitch that introduced Pronghorn to Diageo.

Tantrum helped tell that story, then continued shaping the brand as Pronghorn evolved from an idea into one of the industry's most influential organizations.