Equestrian Canada

Taking the Lead


  • Branding,
  • strategy,
  • architecture,
  • naming,
  • research,
  • writing,
  • typography,
  • graphics,
  • photography,
  • brand guidelines,
  • web,
  • video,
  • apparel

From grassroots programs to the international stage, Equestrian Canada is the national governing body for equestrian sports and horse welfare. The organization represents 100,000 members and sanctions 600 nation-wide competitions each year. We were tasked to rethink every aspect of a wildly diverse brand which had seen engagement and value drop year over year for a decade.

In concert with transformational leadership and a new vision for the organization, we developed a new name, identity, and brand strategy centred around the equestrian lifestyle and the extraordinary relationship we have with these animals. Horses have carried us between civilizations, powered revolutions, and we have partnered in athletic competition since the ancient Olympic Games.

Rebrand Story (3:52)

We produced and directed a series of five short films showing brand transformation, organization change, and athlete stories building towards the Rio 2016 Olympic Games.

The goal of these pieces is to draw more Canadians to the sport of equestrian and increase familiarity with Canadian Equestrian Team athletes.

Organizational Restructure (3:55)

Dressage (3:00)

Eventing (2:03)

Jumping (3:30)

Equestrian Photography

Leading up to the brand launch, we conducted a series of photo shoots in British Columbia and Wellington, FL with photographers Rick Collins and Steve Simon.

The photography appears in a range of mediums such as the new website, annual report, and brand guidelines.

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