Passion to Profession: An Equine Career Series
In partnership with the Intercollegiate Horse Shows Association (IHSA)
and the United States Hunter Jumper Association (USHJA)
This ongoing campaign is a storytelling initiative designed to highlight the transformative impact of USHJA on the equestrian community. Through personal stories and heartfelt testimonials, Passion to Profession connects emotionally with viewers, showcasing how the organization fosters career growth and supports lifelong involvement in the sport.
I led the creative direction of the campaign, drawing visual inspiration from traditional fox hunting, cozy academia, and classic equestrian aesthetics to develop a warm, heritage-inspired design language. I produced all visual content for the series, including:
– Campaign branding and design system
– Cinematography and editing for video interviews
– Quarterly social media reels
The result is a cohesive, visually rich series that blends storytelling and strategy—bridging passion and profession through a refined and emotionally resonant design approach.
"Starting Strong: Your Pathway to a Career in the Equine World"
Crafting the Story:
Creative Careers in the Horse Industry
I designed a logo that bridges tradition and modern appeal. Inspired by fox hunting and cozy academia, the design blends classic equestrian motifs with a fresh, illustrative style that resonates with today’s college students. The logo’s clean lines, hand-drawn charm, and subtle whimsy give it a warm, approachable feel—what I like to think of as “equestrian cute.” Because the logo was created specifically for a social media series, I had the freedom to break some of the traditional rules of logo design, leaning into detail and character rather than scalability. This project was a great opportunity to showcase my illustration skills while creating a brand identity that feels both professional and current.
