FAEP Promoting Excellence Symposium 2024

FAEP Promoting Excellence Symposium – Branding Implementation & Enhancement

For the FAEP Promoting Excellence Symposium, I was tasked with revitalizing the existing branding by gathering feedback from the board, Executive Director, Directors, and staff on the necessary updates. My responsibility was to enhance the branding while preserving its original concept, creating a cohesive suite of collateral for the conference, including print materials, large signage, digital graphics, and more.

Challenge: The primary challenge was the feedback regarding the existing branding, particularly the use of "watercolor horses" and "watercolor graphics," which didn’t align with the event’s intended representation. The goal was to make the branding more reflective of the high-level, professional nature of the conference. However, a key request was to retain a minimal reference to France to honor Dr. Jean-Marie Denoix, the conference's most renowned speaker and a major draw for attendees.

Solution: To address these concerns, I collaborated with equine experts—professional riders with competition experience—to replace the watercolor imagery with realistic, high-quality representations of sport horses. I made sure to carefully select images that not only depicted the horses accurately but also showcased proper rider positioning, as the health and form of the horse, as well as the rider’s posture, are highly scrutinized by our audience. This approach brought the branding to life, transitioning from abstract to realistic representations that resonate more with attendees.

Outcome: The updated branding received positive feedback from both the FAEP and FVMA Boards, as well as from attendees. The refined design better conveyed the true nature of the conference, offering attendees a clearer representation of its focus, all while maintaining the high standards expected in equine education and event branding.