Equestrian Branding – Coaching & Passion, from Basics to Performance
For this branding project, I had the pleasure of working with my sister, a passionate and experienced show jumping rider (CSO – Pro 3 category), who recently launched her own equestrian business.
Her services are designed for riders of all levels, from first-time beginners to advanced competitors. She offers both group and private riding lessons, with a strong focus on initiation and improvement. Her approach combines technical expertise with personalized coaching strategies, always aiming to optimize performance in a thoughtful and structured way.
She also provides tailored competition preparation, including conditioning and mental readiness, ensuring her students are fully supported in every stage of their journey.
With each lesson, she brings a high level of commitment, precision, and care — values that are reflected throughout the brand identity. Whether at her facilities or on the move, she adapts to the needs of her clients to deliver meaningful and empowering equestrian training.
This visual identity reflects her professionalism, deep love for horses, and dedication to helping riders grow with confidence.
The branding for this project was designed to reflect the values and needs of the Écurie LDB’s clientele, located in Montbartier, France. The audience is made up of passionate riders of all levels who are seeking structure, progression, and trust-based relationships in their equestrian journey. We identified three key audience profiles:
Beginner and Leisure Riders
This group includes children (from 8 years old), teens, and young adults discovering horseback riding for the first time. They are primarily looking for a safe, enjoyable introduction to riding, with a focus on building confidence and learning proper foundations. They value a warm, supportive environment and clear, structured teaching. Most attend weekly group lessons and enjoy the social aspect of the stable.
This group includes children (from 8 years old), teens, and young adults discovering horseback riding for the first time. They are primarily looking for a safe, enjoyable introduction to riding, with a focus on building confidence and learning proper foundations. They value a warm, supportive environment and clear, structured teaching. Most attend weekly group lessons and enjoy the social aspect of the stable.
Intermediate to Advanced Riders
Riders in this category, generally between 15 and 40 years old, are motivated by technical improvement and long-term progression. They seek individualized coaching, precise feedback, and consistent follow-up. Their goals may include improving specific skills, passing official riding levels, or working toward competition readiness. They are invested in their practice and often ride several times a week.
Riders in this category, generally between 15 and 40 years old, are motivated by technical improvement and long-term progression. They seek individualized coaching, precise feedback, and consistent follow-up. Their goals may include improving specific skills, passing official riding levels, or working toward competition readiness. They are invested in their practice and often ride several times a week.
Competitive Riders
This segment includes experienced riders aiming to compete in show jumping or other equestrian disciplines. Their expectations are high: they want a coach with proven expertise, strategic preparation plans, and tailored physical and mental conditioning. They are committed, goal-oriented, and often looking for performance optimization, preparation for Pro 3-level competitions, or progression within amateur circuits.
This segment includes experienced riders aiming to compete in show jumping or other equestrian disciplines. Their expectations are high: they want a coach with proven expertise, strategic preparation plans, and tailored physical and mental conditioning. They are committed, goal-oriented, and often looking for performance optimization, preparation for Pro 3-level competitions, or progression within amateur circuits.
Across all categories, riders are looking for professionalism, passion, and a strong sense of support — values that are central to the visual identity developed for this project.
This brand was built around a strong and coherent identity:
authentic, ambitious, rooted in nature, and driven by performance and pedagogy.
authentic, ambitious, rooted in nature, and driven by performance and pedagogy.
It reflects the values of a committed rider and instructor who balances technical precision with a deep respect for the horse. The brand speaks to those who seek real progress — whether in their first riding lesson or on the road to competition — and who value expertise, trust, and personal growth.
Its visual language captures the elegance of equestrian sport, the intensity of learning, and the connection between human and horse, in a style that is both cinematic and grounded.
This branding project is intended to grow and evolve over time, in parallel with the development of the business itself. As new needs emerge — from digital platforms to competition gear — the visual identity will adapt while staying true to its core values. This is a living project, designed to remain authentic, relevant, and aligned with the rider's long-term vision.
These images are generated by AI.
THANK YOU FOR VIEWING!
