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.
The new emblem was inspired by crests which represented the Canadian Equestrian Team beginning in the 1950s. The emblem is presented on a navy field, reminiscent of competition blazers. Formerly Equine Canada, the name Equestrian Canada is widely understood and better reflects the organization’s values of advocating for horses, athletes, and the industry as a whole.
Equestrian Canada operates a myriad of programs ranging from education, awareness, fundraising and celebration, through to international competition. Our systematic reposition unifies all programs to enhance impressions and perception of the sport, organization, partners, and athletes.
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.