The National Snaffle Bit Association is a member-based organization dedicated to show horses and equine programs. The 40-year-old brand is rooted in tradition but the name was a misrepresentation of what the organization actually did. Our client recognized there was a need to expand their target audience outside of the elite competitive horse showing market. We also quickly realized NSBA’s marketing efforts focused on the logistics of shows and prize money but didn’t reinforce the pride competitors felt throughout their horse showing journey and the intense emotional connection they had with their animals.
Solution
We explored brands with longevity. And focused on how to evolve the NSBA brand to be rooted in tradition but evolve for the future in order to welcome new audiences. We needed to move the story from members winning extremely high level competitive events to emotional stories of connection with horses that was welcoming to every level of rider.
We evolved the logo and the color palette to bring in richer tones and give the client a system in which to work.
