BRAND DIRECTION ROOMTaylor Robb-McCord · Private working draft
Saved locally
PHASES 01–03WORKING SESSION 01

A sharper uniform for the
modern horse world.

A decision space for shaping a premium technical equestrian label engineered for riders training and competing in hot, humid climates—with the performance discipline and cultural pull of modern cycling and endurance sport.

Confirmed context Hot-climate performance × modern equestrian Women-first · APAC launch
01A

Confirmed brief

OPPORTUNITY

Performance built for heat

Current riding apparel often traps heat and moisture, adds unnecessary seams and lacks the considered functionality seen in cycling, running and activewear.

AUDIENCE

Committed female riders

Women aged 20–50 who ride multiple times each week, invest in premium equipment and expect comfort, performance and modern style.

LAUNCH MARKETS

APAC first

Singapore, Hong Kong, Greater China and Japan, followed by the UAE and warmer US markets including Florida and California.

PRODUCT FOCUS

Technical riding essentials

Breathable UV-protective tops, minimal-seam compression breeches and lightweight moisture-repellent jackets for training and competition.

BRAND TERRITORY

Endurance sport × equestrian

Technical innovation and product intelligence presented with the visual restraint, editorial confidence and lifestyle appeal of progressive cycling brands.

01B

Positioning

TAYLOR TO REFINE
01C

Audience

The primary audience is confirmed. Select any secondary audience the first collection should also consider.

01D

Personality

Move each marker toward the character the brand should own.

02

Three identity routes

Compare the complete systems—not just the logos. Each route connects strategy to naming, type, color, image-making and apparel behaviour, with three logo options to explore.

WORKING ONLY All names require legal, trademark and domain clearance.

ROUTE 01 / PERFORMANCE
P/01 — 48.223
01

Precision in Motion

Hot-climate performance credibility first. Controlled, directional and engineered—built for riders who read every functional detail as proof.

POSITION

The technical equestrian system engineered for heat, movement and sustained performance.

TechnicalCoolingProgressive
NAMING LANGUAGE

Short, directional, kinetic. Easy to stamp into product systems.

LOGO + TYPE BEHAVIOUR / OPTION 01
FORWARDPERFORMANCE EQUESTRIAN
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Condensed groteskUtility mono01 / 03
LOGO + TYPE BEHAVIOUR / OPTION 02
LOGO DIRECTION 02UPLOAD OPTION
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Condensed groteskUtility mono02 / 03
LOGO + TYPE BEHAVIOUR / OPTION 03
LOGO DIRECTION 03UPLOAD OPTION
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Condensed groteskUtility mono03 / 03
COLOR SYSTEM
PHOTOGRAPHY DIRECTION
01
Compressed motionLow angles · hard crops · cool daylightRider as athlete, not lifestyle model
REFERENCE IMAGE SOURCING NEEDED AFTER ROUTE SELECTION
APPAREL BEHAVIOUR
01FORWARD

Micro marks, coordinates, seam-following details and one high-energy signal accent.

ROUTE 02 / REFINED
EST. FOR THE NEXT ERA
02

Modern Heritage

Quiet authority with craft at its core. Equestrian history is edited, not recreated, for a premium but approachable feel.

POSITION

Considered essentials shaped by the discipline and material culture of riding.

AssuredTactileEnduring
NAMING LANGUAGE

Place, craft and architectural terms with room for a story.

LOGO + TYPE BEHAVIOUR / OPTION 01
FIELDWORKRIDING APPAREL / 2026
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Editorial serifNeutral sans01 / 03
LOGO + TYPE BEHAVIOUR / OPTION 02
LOGO DIRECTION 02UPLOAD OPTION
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Editorial serifNeutral sans02 / 03
LOGO + TYPE BEHAVIOUR / OPTION 03
LOGO DIRECTION 03UPLOAD OPTION
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Editorial serifNeutral sans03 / 03
COLOR SYSTEM
PHOTOGRAPHY DIRECTION
02
Material ritualNatural shadow · tactile close-ups · warm restraintHands, tack, fabric and preparation
REFERENCE IMAGE SOURCING NEEDED AFTER ROUTE SELECTION
APPAREL BEHAVIOUR
FWFIELDWORK

Tonal marks, woven labels, refined trims and subtle heritage codes placed with restraint.

ROUTE 03 / CULTURE
TRAIN / RIDE / REPEAT
03

Stable to Street

The most expressive route. Riding becomes a living culture—athletic, social and capable of crossing naturally into everyday wardrobes.

POSITION

The active uniform for the community around the ride, before and after the arena.

ConfidentSocialGraphic
NAMING LANGUAGE

Community-led phrases with wit, energy and merch potential.

LOGO + TYPE BEHAVIOUR / OPTION 01
OFF REINRIDE OUT / STAY OUT
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Wide groteskHumanist italic01 / 03
LOGO + TYPE BEHAVIOUR / OPTION 02
LOGO DIRECTION 02UPLOAD OPTION
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Wide groteskHumanist italic02 / 03
LOGO + TYPE BEHAVIOUR / OPTION 03
LOGO DIRECTION 03UPLOAD OPTION
SVG / PNG / JPG / WEBP · MAX 1.5 MB · SAVED LOCALLY
Wide groteskHumanist italic03 / 03
COLOR SYSTEM
PHOTOGRAPHY DIRECTION
03
Inside the sceneDirect flash · imperfect crops · social energyCommunity, travel and off-duty moments
REFERENCE IMAGE SOURCING NEEDED AFTER ROUTE SELECTION
APPAREL BEHAVIOUR
OROFF REIN

Bold back graphics, club language and recognisable pieces that work beyond the equestrian category.

03

Build the brief

Turn reactions into a clean handoff. Your choices stay in this browser until you export or reset them.

03A

Inputs still needed

Check each item once Taylor has confirmed it.

LIVE DIRECTION SUMMARY0%
REVIEW HANDOFF

Taylor: export after reviewing and send the file back. Ronan: import it here to restore every selection, note, logo option and replacement image.

Private working draft · No feedback is sent automatically.