Freelance Graphic Designer
Equestrian Sports Branding Case Study
This case study shows how I work as a freelance graphic designer, partnering with ambitious organisations to build bold, functional brand systems across print and digital.
Working with a competitive equestrian sports organisation, I delivered a full visual identity designed to perform in real-world environments from event signage and printed materials to digital assets and merchandise.
This project highlights my approach as a freelance designer: commercially minded, detail-driven, and built for long-term brand consistency.
Precision Meets Performance
Designing for equestrian sports isn’t just about making things look good. It’s about building a visual identity that keeps up with the action.
STRUK (Stunt Racing UK) needed more than templates and patchwork graphics. They needed a clear, consistent brand that matched their speed, structure, and showmanship. That’s where I came in as a freelance graphic designer focused on story-driven, scalable design.
We transformed their visuals from scattered to standout across rulebooks, banners, social media, merch, and more.
Starting with the Basics: Building a Brand Identity
STRUK blends military heritage with modern adrenaline. But visually? They were all over the place. The first goal was to build a strong foundation:
Core logo system and colour palette
Flexible brand elements for templates and digital use
Consistent typography across all touchpoints
As a freelance graphic designer, I developed brand guidelines that gave STRUK a professional, unified look across every asset. Every detail was built to scale.
How I Work as a Freelance Graphic Designer
As a freelance graphic designer, my role goes beyond visuals. I work as a branding partner understanding the organisation, its audience, and its goals before designing anything.
For this project, that meant creating a brand identity flexible enough to work across high-impact event environments, digital platforms, and physical merchandise, while remaining recognisable and consistent.
This approach allows brands to scale confidently without constantly redesigning or diluting their identity.
STRUK had energy, talent, and growing traction. What they lacked was consistency.
Rory, the founder, had a clear vision: bold, structured branding that could carry intense visuals across event flyers, team kits, signage, and social media. But nothing quite matched, and it diluted the impact.
That’s where I stepped in to bring cohesion, clarity, and energy to the brand.
My Role as a Freelance Graphic Designer, Branding Partner
As a freelance graphic designer and branding partner, I was responsible for shaping the full visual direction of the brand. This included identity design, printed assets, digital visuals, and brand consistency across multiple touchpoints.
Rather than delivering isolated designs, I built a cohesive system that could grow with the organisation.
Since 2020, I’ve worked with STRUK as their ongoing design partner. Not just on the visuals, but the entire presentation of the brand.
Here’s what we’ve built together:
Rulebook Design
Annual rulebooks redesigned for clarity and structure
Created a consistent tone and layout across editions
Event Branding & Collateral
Banners, signage, flyers, coasters, and printed materials
Templates for social posts, team packs, and merchandise
Marketing & Promotion
Bold visuals for sponsorship decks and audience outreach
Graphics that boost credibility and recognition at every level
What we've worked on
Results? A Game-Changer Visual Identity
Since our collaboration began, STRUK’s brand presence has transformed:
Professionalism: A recognisable, respected identity admired by audiences and partners
Efficiency: Faster turnaround on visuals with scalable design systems
Stronger Messaging: Design that communicates clarity, energy, and purpose
Sponsor Appeal: A cohesive look that draws attention and increases trust
This is what happens when you bring in a freelance graphic designer who thinks like a brand partner, not just a vendor.
Let’s Elevate Your Brand
If you’re looking for a freelance graphic designer who can bring structure, story, and standout visuals to your brand, let’s chat.
Whether it’s an events business, a sport brand, or something entirely different I’m here to design like it matters.
Client Words
“Provided an outstanding service to me and my business from social media design to flyers, brochures & roller banners! Always top quality and able to work to specific brief or sometimes no brief at all! And all at a fantastic price. Highly recommend 👍”
Rory - STRUK Events
FAQ's
Wondering about my process, pricing details, or project timelines?
Here are some frequently asked questions to address any queries you might have.
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What does a freelance graphic designer do for a sports brand?
I create everything from visual identities to event graphics, printed materials, and digital assets. My goal is to make your brand look polished, powerful, and consistent across every touchpoint.
Why hire a freelance graphic designer instead of an agency?
Hiring a freelance graphic designer offers direct communication, flexibility, and commercially focused design without agency overheads.
Can you help with brand consistency across platforms?
Yes I develop design systems that ensure your brand looks sharp on print, digital, social, and everything in between.
Do you offer one-off projects or long-term support?
Both. I love helping businesses with either a bold launch or a long-term visual evolution in the form of a design retainer.
What makes your freelance graphic design approach unique?
I treat every project with a mix of creative intuition and commercial thinking. I don’t just design what looks good I build systems that work in the real world.
Can this approach work for other businesses?
Yes. The design process shown in this case study applies to any organisation that needs clear, consistent, and scalable branding.
