The agency that became Red7e was founded in 1974 by a Louisville graphic artist named Tom Halbleib. Halbleib & Associates eventually became known as Halbleib/Beggs, Inc., and became Red7e in 1998. The name Red7e was created specifically to be unexpectedly different — to be unique. It was meant to represent an alternative to the typical, traditional advertising agency.

One might be forgiven to think that the Churchill Downs brand graphics go back a long way, but this design was actually created by Red7e around the turn of the century (the 21st Century, that is).

While working on the Louisville Slugger Museum account in the mid-2000s, Red7e’s creative director had a random thought. What if the Hillerich & Bradsby worked with the city and the Convention & Visitors Bureau to create a “Walk of Bats,” like the Hollywood Walk of Stars. Thus was born the existence of more than 60 bronze bats and home plate plaques lining the sidewalks of Louisville historic West Main Street. The bats are modeled after the actual bats used by many of baseball’s hitting legends.

Red7e helped create the “Hometown Heroes” building banner program, which features famous Louisvillians on prominent building locations throughout the city. Red7e’s design and verbal theme have been a part of the local landscape for more than 20 years. 

Red7e got national attention, plus a national ADDY award for this real estate leasing sign for a redeveloped church.