Being a freelance graphic designer isn’t just about making things look good; it’s finding the heart of an organisation and then placing all that energy and essence into visuals. In my five years of working with this absolutely exceptional equestrian sports organisation, I have really had the privilege of crafting designs that drive their brand. This wasn’t a partnership begun over a simple monetary exchange; it was born out of a similar interest in action and has grown into so much more.
Let’s talk about Rory, the man behind the business. I have known Rory long before he created this company. We met years back, on common ground over the love of fast sports and creative challenges. So when he came to me with the idea of elevating his equestrian brand, I was already on board. He didn’t have to sell me on his vision-I got it right away. And over the years, that understanding has allowed us to create some of the most eye-catching designs in the stunt racing niche.
When I first teamed up with Rory, his brand needed a solid identity from a freelance graphic designer that could raise itself from the crowd of competitive sports. It wasn’t about slapping a logo onto a banner; rather, it was an opportunity to create a whole different visual world, one that would actually vibe both with riders and fans.
As he already had a striking logo, I knew the design work that followed had to catch the eyes of anyone who came across it.
The goal was to create a cohesive visual language across each and every piece of communication-whether it be a rulebook design, an event banner, or a social media graphic. Over the years, I have designed thousands of various pieces including:
Event brochures and rulebooks
Such as the one in this picture that went with each competition and outlined all of the ins and outs of each individual one while keeping everyone informed of updates.
Striking event banners
Big, bold designs that are sure to get anyone hyped at the sight of it upon entry.
Original illustrations of riders in action
Depicting the vigour of the sport in an illustration. For use on future materials and social media posts
The most gratifying projects were designing for their largest events, such as the European Pairs 2022. For any outsider, equestrian sports may sound very traditional, yet this organization has always pushed the boundaries, bringing a sense of excitement and freshness to the scene. I was to visually match that energy.
When working with banners, posters, and event programs, it’s all about the balance-developing graphics that just scream the professionalism of the sport while still managing to keep it all very visually appealing. With the 2022 European Pairs, we combined clean lines with dynamic photography, focusing on the strong concentration of both horse and rider.
Promotional Pieces
Being Rory’s go-to freelance graphic designer, I’ve also done some cool promotional pieces, such as “A Race Through Time”, a COVID campaign that created a collage of races from past recordings and kept the sport alive throughout the pandemic. And what resulted? It was something that looked eyecatching and got people talking. Because, at the end of the day, isn’t that what it’s all about? To create these visual pieces that just don’t sit there but actively work upon an audience.
Keeping Things Fresh
Equestrian sports are steeped in tradition, but that doesn’t mean the visuals should feel stuck in the past. Every year Rory and I brainstorm fresh ways to keep the designs ahead of the curve. Whether trying to experiment with bold new colour schemes or integrating different textures, there’s always room for innovation. We even designed a set of custom wrapping paper last holiday season-giving fans a little piece of the brand to take home.
Rules Rules Rules
One of the most recent projects I worked on as Rory’s on-hand freelance graphic designer was the 2024 competition rulebook. The design, of course, needed to be functional, but riders and spectators needed to navigate it with ease. At the same time, though, it needed to mirror the modern, edgy feel of the organisation. So I created a slick, bold layout with big, clean typography that makes following the rules easy but still edgy.
Results? Game-Changing Visual Identity
The results of this over the last five years have been nothing short of transformative. The organisation has gained increasing popularity, and I like to think the designs I’ve contributed played their part in that. When you’re dealing with such an intense sport as stunt racing, you need visuals that pack the same punch, which is what we’ve done. From the start, Rory has entrusted me to bring his vision into reality, from rulebook design to wrapping paper, so this brand feels every bit alive and electric as the sport itself.
Being a freelance graphic designer isn’t just about one-off jobs. When one is in rhythm with a client like Rory, the job becomes long-term. A collaboration wherein with each new design, another layer gets added to the story of the brand. Looking ahead to the next challenge. Let’s create.
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