Paso Robles Horse Park

The Paso Robles Horse Park (the Park) is a mid-state equestrian showground for local, regional, and national competitive Hunter/Jumper shows. In 2019, the Park was recognized as the Top Equestrian Facility in California by EQ Living. With its primary goal of hosting fun and inclusive shows, the Park offers three show tiers (in order of increasing competition): Schooling Shows, B Series, and A (Classic) Series.

I led the design and branding of the B Series and Classic Series, including the prize lists, social media graphics, and print and digital advertisements.

Scope of Work
Art Direction
Branding Design
Marketing Design
Social Media Graphics
Print + Digital Design

Role
Graphic Designer

Classic Series

The Classic Series is the most sophisticated horse show out of the three show tiers, hosting a total of 975 riders, trainers, and fans. The reputation of this show traditionally boasts prestige and class.

Branding

The Park’s standard branding uses the colors blue and orange. However, after swapping out orange with gold and incorporating a slightly darker blue, these colors, coupled with the type combination of Baskerville and Proxima Nova, properly enhances the Classic Series’ sophisticated reputation.

Primary
Baskerville Regular

Secondary
Proxima Nova Medium

Tertiary
Baskerville Italic

Body Paragraph
Proxima Nova Regular

Prize List

A prize list is a typically printed booklet with relevant show information, such as class lists, schedules, rules and regulations, and show sponsors. However, due to COVID-19, all prize lists for the 2020 horse show season can only be accessible online. Below are some featured pages of the Classic Series prize list.

B Series

The B Series is the Park’s second most competitive horse show, hosting a total of 400 riders, trainers, and fans. It caters to a wide audience, offering various classes suitable to diverse skill levels. The B Series carries a competitive yet fun and edgy reputation.

Branding

Pairing the Park’s standard colors with Bebas Kai and Apercu’s bold yet approachable type characteristics strongly appeals to the B Series’ audience, which ranges from elementary to competitive riders.

Primary
Bebas Kai

Secondary
Apercu Bold

Body Paragraph
Apercu Light

Prize List

As previously mentioned, a prize list is a booklet containing relevant show information. In this prize list, there is a new schedule design and a subsetted mini prize list that slightly varies in design.

New Schedule Design
Because this specific B Series show hosts a subsetted program affiliated with the United States Hunter Jumper Association (USHJA), all classes from that program must be listed in the overarching B Series show schedule, shown below. To spatially accommodate for these extra classes, I introduced a columned format to organize each day. This is the first columned format that the Park has adopted in its schedules. Compare this columned format with the Park’s traditional horizontal format.

USHJA Outreach Program
As stated above, the B Series show hosts a subsetted program affiliated with the United States Hunter Jumper Association (USHJA), called the USHJA Outreach Program. The Association requires that the USHJA Outreach prize list is a distinct section within the B Series show prize list. Thus, my challenge was to make the USHJA Outreach program distinguishable enough to be approved by the Association, while still adhering to the comprehensive B Series prize list branding.

Below are spreads of the B Series design and the USHJA Outreach Program design. One main differentiation can be seen in the design of the headers, in which the B Series header is black with an orange underline and center-aligned, while the USHJA Outreach header is orange and left-aligned. Another variation is in footer, in which the B Series only displays the folio, while the USHJA Outreach Program shows the folio and program name on an orange banner.

2020 Show Schedule

The Classic Series branding was adapted to promote the 2020 horse show season on social media, shown on the Park’s Facebook page as a cover photo and on the Park’s Instagram story.

6 Things to Do Before the Show

The B Series branding was used to promote a 6-step checklist for competitors before showing at the Park, displayed on the Park’s Instagram story.

#COVIDCOOL

Running horse shows during COVID-19 is an unprecedented endeavor. The Park created a #CovidCool campaign to ensure the safety and well-being of the Park staff and competitors in an innovative and fun way. I designed the campaign as a printed flyer to display around the Park and as social media content to display on the Park’s Instagram stories.

Park Advertising

The Park advertises with equestrian magazines like Chronicle of the Horse, The Plaid Horse, and California Riding Magazine. For the Park’s 2020 horse show season, I adapted one main design, using both the Classic and B Series branding, to fit various print and digital advertising formats.